Case Studies
Background
One of the largest vegetable growers in Ireland, donnelly fresh provides wholesome, fresh, natural produce to retailers nationwide under own-label and branded pre-packed products. donnelly fresh are grounded in a proud history of bringing people across Ireland the absolute best. What began in Dublin’s Smithfield Market has developed into a thriving business with specialist expertise across sourcing, farming and value adding innovation.
In their latest endeavour, donnelly fresh have launched a vibrant and delicious new range of sides, salads and deli fillers – just the thing for a perfect picnic!
Credit: @fooddunneright
Credit: @clionaoconnor_
Strategy
The primary objective for this year was to build on the brand awareness established for donnelly fresh during last year’s campaign. Our focus was on driving excitement around the launch of their new product range through a targeted influencer engagement campaign.
This was executed through a 2-tiered influencer engagement campaign, both earned and paid-for. Influencer coverage highlighted the convenience of their new product range, as well as showcasing its fun and flavor. The campaign achieved the success we had hoped for, with an increase in reach and conversion from the previous campaign.
Influencer Engagement Campaign Results
Reach
295,000
Conversion Rate