In April, Valda Boardman PR celebrated the nationwide launch of the Irish chicken brand, Sicín Sásta.
Great tasting chicken is no accident! Sicín Sásta free-range chickens are hatched on the same farm and are grown slowly at nature’s pace. Sicín Sásta has the Bord Bia quality assurance mark and is a Love Irish Food affiliated brand.
We have been working on the media relations strategy for a number of months in advance of the launch and developed key messaging around the brand’s Irishness (not just by name!), packaging, sustainability and generational farming practices contributing to great taste at the forefront. Notable editorial pieces have been delivered in national print broadsheet and online including the Sunday Times and the Irish Times. As well as consumer media priorities, retail trade is very important to the success of Sicín Sásta and key retail trade media featured advertorials.
We negotiated Aoibhín Garrihy as the Sicín Sásta brand ambassador, who has already featured in the Irish Independent Magazine and The Gloss. Aoibhín is also working closely with the brand on social media engagement.
In addition, we have planned recipe led influencer partnership activity across occasion led B/H weekend.
Not to blow our own trumpet but one element we’re particularly proud of was the creative PR drop which was quoted by one key food influencer: “…this is the best PR drop ever received…!”
The bespoke box and sound card of the chickens on the farm contributed to this no doubt!
The Sicín Sásta launch is supported by a national TV campaign and activated through social media. TV characters Paddy and Fitzy showcase the Sicín Sásta farm and channel the provenance, sustainability and farm environment in a light-hearted way.