Breda Maher - the rebrand of Cooleeney Cheese

Cooleeney Cheese Our branding experience

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 Cooleeneythat would bring the range together inan impactful way to drive consumerbrand awareness.

And to position our brand with our customers…

As a business that is “a premium artisan Irish farmhouse cheese producer.”

• A family run farm and the original home of thecheese range.

• The Cooleeney Farm has been in our family for3 generations.

• Our son is now the forth generation to farm atCooleeney.

• He plays a key role in running the farm andcaring for the Fresian herd.

Understanding what is unique about us was really important...

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..

The Result…

Thank You Any Questions?