Five companies could be in line for the €200,000 Love Irish Food’s Double Up Award which will help to boost their profile and drive sales.

Love Irish Food, in partnership with ad firm Core and radio network Media Central, has launched the 2020 Double Up Awards.

As Ireland faces one of its biggest economic challenges in the wake of Covid-19 and ahead of a damaging Brexit, these three organisations have come together to help Irish produced food and drink brands fight back and command more consumer attention in 2021.

“It is now critical to support locally owned and operated food businesses and this award will give brands a huge opportunity to connect with their target audience and double their voice to the market”

Love Irish Food is offering five Irish food producing companies a Double Up of €200,000 in radio airtime. This means that the selected companies will have their radio advertising spend doubled in 2021.

Winners will have their bought radio spend of €40,000 in Q1 2021 doubled by €40,000 in free air time in Q2 2021, across Media Central radio stations, to include Newstalk, Today FM, and others.

The eight Media Central stations achieve a weekly audience of over 2, listeners. Love Irish Food, Core and Media Central will work with the winners to plan the optimum campaign for their brand objectives.

Celebrating Irish food and drink

Logo for Love Irish Food Double Up Award in shape of a radio.

This award is open to Love Irish Food members and non-members. Love Irish Food helps shoppers make informed choices about buying Irish produced food and drink brands. It has 80 member brands from artisan producers to global food players accounting for over 12,000 jobs in local communities all across Ireland.

“Love Irish Food is a strong supporter of all Irish manufactured food and drink brands,” Kieran Rumley, executive director, Love Irish Food said.

“At a time when Covid-19 and Brexit have added much so much uncertainty to the market, this Double Up award allows the winners the certainty of knowing that they have an increased advertising campaign for their brand in their plans for 2021. It is now critical to support locally owned and operated food businesses and this award will give brands a huge opportunity to connect with their target audience and double their voice to the market.”

The chosen brands will have the opportunity to advertise their products to the Irish consumer with double the momentum and double the airtime.

Love Irish Food invites all qualifying Irish produced food and drink brands to enter, detailing in 1,500 words or less, why this campaign should be awarded to their brand. Entrants will need to present a sound business and marketing case, with the winners being the brands deemed to benefit most from the award.

“This is a very diffucult time for Irish retail, Irish food producers and Irish food manufacturing and it is hugely important that we support this Irish industry and other locally owned businesses in every way that we can,” said Gavin Deans, managing director, Media Central.

“We hope this initiative can do just that by allowing the winners to reach a much wider audience, over a longer period, across our network of stations than might otherwise have been possible and provide a base to build on in 2021.”

How to enter

The competition entry is a simple two phase process where terms & conditions are outlined. Firstly, to register, brands must submit the basic details of their company and brand at http://www.loveirishfood.ie before 5:30pm Friday, 24 July, 2020. Secondly, brands must submit their completed entry form online at http://www.loveirishfood.ie before 5:30pm Friday, 28 August, 2020.

The judging panel includes Kieran Rumley, Love Irish Food, Eddie O’ Mahony, Core and Gavin Deans, Media Central. Judging will take place week commencing 7 September, with the five winners to be notified on Monday, 28 September.

Written by John Kennedy (john.kennedy3@boi.com)

Published: 2 July, 2020

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