In a new €100,000 initiative each month Guaranteed Irish will be ‘heroing’ a business member that makes the best use of the Guaranteed Irish symbol across their various sales and marketing channels.

Guaranteed Irish has unveiled a new ‘Brand Activation Champion’ initiative worth €100,000 in partnership with The Irish Times and Innovate Solutions.

This month the winner of the inaugural monthly award is Frank and Honest gourmet coffee company, for its TV ad and advocacy of the Guaranteed Irish symbol throughout their recent advertising campaign.

“92pc of consumers agree that by buying from ‘Guaranteed Irish’ businesses they are playing their part in sustaining the Irish economy”

Frank and Honest is widely known for delivering coffee made specifically with Irish tastes in mind, across Ireland and in turn supporting local communities and creating jobs nationwide.

Frank and Honest, along with each future monthly winner, will receive a package worth €10,000 to acknowledge innovative and consistent use of the Guaranteed Irish symbol across their communications and packaging, including media coverage in The Irish Times, a market research fund from Innovate Solutions, promotion on the Guaranteed Irish website and a Brand Activation Champion certificate.

Symbol of trust

“With 95pc of Irish consumers believing that by purchasing from firms with the Guaranteed Irish brand, they are ‘helping the local economy, it’s never been more important for businesses to highlight their association with Guaranteed Irish,” said Brid O’Connell, CEO of Guaranteed Irish.

“Another substantial figure is the fact that 92pc of consumers agree that by buying from ‘Guaranteed Irish’ businesses they are playing their part in sustaining the Irish economy.”

All members of Guaranteed Irish are entitled to enter for this initiative. Simply showcase the Guaranteed Irish symbol on your packaging, point of sale and promotional material, fleet, social media, PR and website – in the most visual and engaging way possible and then get in touch with Guaranteed Irish at marketing@guaranteedirish.ie or tag it on social to be in with a chance to be named as the Brand Activation Champion of the month.

Guaranteed Irish is a business membership network that supports 1,600 businesses from indigenous SMEs to locally based multinational firms across various sectors, employing 100,000 people across Ireland, and generating an annual combined Irish turnover of €10bn.

Championing business based in Ireland since 1974, the iconic Guaranteed Irish symbol is the national symbol of trust in business in Ireland. The symbol is awarded to businesses based in Ireland that support sustainable jobs, contribute to our local communities, and are committed to Irish provenance.

“The new advertising campaign for Frank and Honest promotes the brand’s commitment to sustainability via the tongue-in-cheek humour the brand has become famous for,” said Rosemary Walsh, marketing manager at Frank and Honest.

“It also highlights the fact that Frank and Honest is an accredited Guaranteed Irish brand which supports local jobs and communities in Ireland. Frank and Honest coffee is available in Centra and SuperValu stores nationwide.”

Main image at top: Brid O’Connell, CEO of Guaranteed Irish

By John Kennedy (john.kennedy3@boi.com)

Published: 2021