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Cooleeney Cheese Our branding experience
The Journey
• Marketplace, February 2010
• Our branding was an issue
• Brand Forum Mentoring
• Foresight4Food research with Ideaction
• Appointed design agency
• Launched in market April 2011
Our Objective
• To create a brand identity for Cooleeneythat would bring the range together inan impactful way to drive consumerbrand awareness.
And to position our brand with our customers…
As a business that is “a premium artisan Irish farmhouse cheese producer.”
• A family run farm and the original home of thecheese range.
• The Cooleeney Farm has been in our family for3 generations.
• Our son is now the forth generation to farm atCooleeney.
• He plays a key role in running the farm andcaring for the Fresian herd.
Understanding what is unique about us was really important...
Research
• Worked with Bord Bia (Foresight 4Food & Ideaction on:
– Focus groups in Ireland
– Accompanied Shopper Trips in Ireland
– Online focus groups in UK and US
We Created A Marketing Plan…
• Our marketing plan is focused on advertising, pr and sampling.
• We created a consumer press ad for Food & Wine Magazine.
• Feedback so far positive..
The Result…
Thank You Any Questions?