From Three Breads to One Brand

Design Management Review, Summer 2004 by Kinsley, Pat

* High brand awareness in the marketplace

* Differentiation from competitors

* Customer desire and demand for product

* Value proposition that was deliverable by Irish Pride employees

The new Irish Pride range was officially launched in January 2003. Within the first year of launch, sales of the Irish Pride white sliced bread reached the desired target, garnering a massive 300 percent increase.

The brand audit and the resulting implementation of the findings and recommendations from all parties involved resulted in a number of further positive outcomes. Critically, Irish Pride market share jumped by 2.8 percent. Irish Pride bread has been met positively within the retail trade, with orders doubling. From both a consumer and retail point of view, research has indicated an overwhelmingly positive response to the new positioning. The re-launch garnered a great deal of interest and was reported positively in the trade press.

One of the most important things to achieve when building a brand is staff buy-in at all levels. In this case, internal staff motivation and pride have grown substantially with the relaunched Irish Pride brand. Success has also been reflected in above-the-line activities, with a dramatic increase in support levels and budgets. Sponsorship is now a major consideration, with sponsorship deals being progressed actively. The new eye-catching livery on the fleet of re-branded vehicles is visible across Ireland, further heightening the brand presence on a national level. Last, but by no means least, the "buzz" and energy that gathered so much momentum throughout the process has created a vital new corporate culture: One Team/One Focus!

Reprint #04153KIN67

Pat Kinsley, Director, Neworld Group