Bord Bia Awards: Consumer Insight category
The Bord Bia Food and Drink Awards are designed to recognise and reward excellence in the Irish food and drinks industry. The finalists in the consumer insight category: Kerry Foods; Riverview Eggs; and Kepak, are profiled here
Denis O’Riordan, marketing director, Kerry Foods: identified cheese snacking as a category for development
DJ Kelleher, managing director, and Margaret Kelleher, founder, Riverview Eggs: used research to drive brand
Elaine Rothballer, brand manager, Kepak: Big Al’s number one frozen convenience meat brand in Ireland
Kerry Foods is one of the leading suppliers of branded and private label chilled food in Ireland and Britain. Its portfolio of brands includes Denny, Galtee, Dairygold and Charleville, and it employs more than 8,000 people.
Kerry Foods is part of the Kerry Group.
Kerry Foods identified cheese snacking as a category potential for development. With Cheestrings it had the potential to meet the consumer need for healthy convenient snacking.
Cheestrings is now being marketed in Ireland, the UK, Germany, France, Netherlands, Belgium, Austria, Poland, Greece and South Africa.
The consumer research undertaken helped them to understand the cultural differences in markets, and create relevant communications for those targets.
Riverview Eggs is a family run egg producing and packing business, established in 1966 by Margaret and Dan Joe Kelleher. The Cork-based business is managed by the Kelleher’s son DJ, supplying eggs to multiple retailers, food service operators, and independent retailers throughout Ireland.
In 2012, Riverview invested in extensive research, including accompanied shopping trips, in-depth phone interviews and workshops. It identified the strongest brand concepts and promotional options with the greatest potential for the egg category. The company used insights from the research to inform the strategy for the Riverview brand. The result is the Riverview brand is now the second largest brand by market share in the Irish egg market.
The origins of Kepak date back to 1956 when the family butcher shop opened in Kilrush, Co Clare. Since then the business has rapidly grown into one of Europe’s leading food processing companies. The business is divided into three strategic business units, comprising Kepak Meat Division, Kepak Convenience Foods and Agra Trading. The Big Al’s brand is part of Kepak Convenience Foods.
In 2011, the Big Al’s team identified the brand was under threat due to a lack of differentiation from competitors, a dilution of brand positioning and a lack of innovation in the brand. It undertook a strategic brand review beginning with consumer research.
The brand, which re-launched earlier this year, has grown to be the number one frozen convenience meat brand in the Irish market.