Neworld, Great relationships build great brands

Research has shown that many people want to buy Irish products, but we all know what its like when you’re doing your weekly shop, it’s hard to know what is Irish, and what is not. Pat Kinsley of Neworld, was asked by RTE One’s, The Consumer Show, to devise a brand that would cut through the confusion and help us consumers to support Brand Ireland.

Taking Keelin through the process we know so well here in Neworld, we used focus groups to explore the many ideas in the market, with female consumers. As the group expressed their preference for the “I’m Irish” logo, it became clear that the most important aspect for these shoppers when it came to buying Irish products was the importance of those products creating jobs for Irish people. Watch RTE One at 8.30pm tonight.