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 Cooleeney that would bring the range together in an impactful way to drive consumer brand awareness.
And to position our brandwith our customers…As a business that is“a premium artisanIrish farmhousecheese producer.”
Understanding what is uniqueabout us was really important...• A family run farm and the original home of the cheese range.• The Cooleeney Farm has been in our family for 3 generations.• Our son is now the forth generation to farm at Cooleeney.• He plays a key role in running the farm and caring for the Fresian herd.
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..