Keelings started off “Januberry” with a major national campaign, offering their customers the opportunity to win a weeklong family Staycation, anywhere in Ireland, in conjunction with Trident Holiday Homes.
Codes were featured on over 2 million promotional packs of Strawberries, Raspberries, Blueberries and Blackberries, which gave customers the opportunity to win a Staycation every day in Januberry!
The campaign was activated in store with a suite of tailored retailer POS, along with a tactical PR program and digital campaign running across social media and VOD.
To maximise media coverage, the campaign adopted a three-tier approach. Firstly, amarach consumer research was carried out to unearth Irish people’s attitude and behaviour towards holidaying at home. The Januberry Staycation research piece achieved national coverage on RTÉ Lifestyleas well as, EveryMum.ie and EasyFood.ie. David Keeling was interviewed on Q102’s morning show, which has a listenership of over 75,000.
David Keeling | Q102 Interview | 2019
A cookery demonstration on Ireland AM with celebrity chef, Sharon Hearne-Smith followed suit where Sharon created a decadent, yet simple, breakfast recipe suitable for “staycations”, while promoting the on pack competition to Ireland AM’s 230,000 viewers.
Finally key family influencers enjoyed a weekend family staycation across our Emerald Isle promoting the benefits of Keelings and staycationing in Ireland with their families.