A “Spirit of Sharing” for the Irish Food Board
The Irish Food Board, Bord Bia, represents the interests of food and drinks producers and retained Liquid to worked on press office functions, consumer engagement and special projects including events.
Bord Bia wanted to showcase the growth of Ireland’s established and emerging drinks brands to influential industry writers, buyers and bar managers. Irish whiskey, for example, has recorded four-fold growth in the past decade. We suggested a party and the playful title of “Spirit of Sharing” to tie in with wider St Patrick’s Day activity. Sláinte!
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 traffic was driven by the hashtag #SpiritOfSharing.
“Spirit of Sharing” attracted more than 130 writers representing publications including The Guardian and Imbibe. The event generated 19 pieces of online coverage including nationals, consumer, trade and blogs. The #SpiritOfSharing Twitter reach was 272,789, supported by 44 Instagram posts with a total of 30,000+ followers. The hashtag trended in the UK and Ireland.