The brief
Irish Food Board Bord Bia wanted to showcase the growth of Ireland’s established and emerging drinks brands to influential industry writers, buyers, and bar managers. Liquid were appointed to work on press office, consumer engagement and special projects.
We devised and managed a VIP event at the Irish Embassy in London, giving journalists and writers a time-efficient opportunity to gather engaging editorial and social media content. Producers showcased the range of Irish drinks including craft beer, cider, wine, gin, and of course, whiskey. There were tasting areas and two interactive cocktail bars while social media was driven by the hashtag #SpiritOfSharing.
The campaign attracted writers and journalists from several publications including The Guardian and Imbibe and the hashtag trended on social media in the UK and Ireland.
Results
Trade contacts reached pre-event
Trade leads secured
Attendees at evening reception
Live cooking demonstrations
Media and trade figures attended Spirit of Sharing event
Campaign reach through 50+ pieces of coverage
People attended Trafalgar Square event
Increase in event attendance compared to previous year
Bord Bia represents hundreds of producers selling food and drink into the UK from artisan-produced smoked salmon, chocolate and cheese to relishes, beers and spirits. Liquid was challenged to change the perception of Irish produce in the UK amongst key stakeholders, using the catalyst of St Patrick’s Day and the power of disruption.
We devised a four-part campaign to generate noise and awareness: a product showcase at the Irish Embassy, a hard-working press office function, partnership activity with a new Irish cookbook and an Irish street food market in Trafalgar Square.
- The ‘Spirit of Sharing’ event saw twenty Irish drink producers showcase their products to food and drink journalists, bloggers, buyers and bar owners at the Irish embassy
- Targeted media relations placed Irish recipes, products and personalities in top national media titles and in primetime broadcast slots
- A partnership with popular Irish blogger Imen McDonnell saw the release of seven exclusive recipes from her debut Farmette cookbook, all of which used Irish produce championed by Bord Bia
- Content creation and media relations increased footfall at the annual Irish street food market in Trafalgar Square.
