1. John O’Connor
Commercial Director
Largo Foods
© Largo Foods 2008. All rights reserved.

2. ‚How Strong
Brands
Drive Sales
Success in
FMCG‛
© Largo Foods 2008. All rights reserved.

3. The Company
 Ireland’s largest savoury snack food company.
 Established in 1983 – The Home of Hunky Dorys & Perri.
 Acquired Tayto & King from C&C Group in 2006.
 Group Turnover €100m.
 Manufacturing Operations in Ireland & UK.
 560 Employees.
 Annually purchase 10% of Ireland’s potato crop.
© Largo Foods 2008. All rights reserved.

4. Our Brands
 Market Leader with 49% market share.
 Bigger than the next 3 competitors combined.
 Tayto – 5th
 Hunky Dorys - 41st
 King - 72nd
© Largo Foods 2008. All rights reserved.

5. © Largo Foods 2008. All rights reserved.

6. The Beginning.....
Joe Spud Murphy Founder & Taoiseach Sean Lemass
© Largo Foods 2008. All rights reserved.

7. First Advert Printed Tayto ad 1959 Tayto front page ad 1962
© Largo Foods 2008. All rights reserved.

8. Evolution....
© Largo Foods 2008. All rights reserved.

9. The Journey
1954 1987 1999 2000 2006
Largo
Tayto C&C Group Foods
Founded Acquisition Acquisition
Beatrice ‘Globalisation’
International
Acquisition
© Largo Foods 2008. All rights reserved.

10. ‘Globalisation’
$43bn
$79bn
$1bn
© Largo Foods 2008. All rights reserved.

11. Reality Check
© Largo Foods 2008. All rights reserved.

12. Invest Invigorate
© Largo Foods 2008. All rights reserved.

13. Cost Re-engineering
2003 Present
Factories
Employees
Logistics
© Largo Foods 2008. All rights reserved.

14. Investment Strategy
Brand Sales Operating
Marketing Excellence Processes
Promotions
NPD
© Largo Foods 2008. All rights reserved.

15. Innovation
Flavours Peripheral
Segmentation
New Brand
Categories Partnerships
Defined Contribution from NPD
© Largo Foods 2008. All rights reserved.

16. Segmentation
© Largo Foods 2008. All rights reserved.

17. Peripherals
Tubes Sharing Snack
© Largo Foods 2008. All rights reserved.

18. New Categories
Micro wave Popcorn
Popcorn
Nuts
© Largo Foods 2008. All rights reserved.

19. Commercial Focus
Commercial Team Increased
Significant Increase in ATL/BTL
Structural Change  Business Channels
Re-defined Roles & Responsibilities
Re-defined KPI’s & Business Ratios
© Largo Foods 2008. All rights reserved.

20. Retailer Engagement
Business Partnership
Development
Educate/
Van Sales Inform
Merchandising Support
© Largo Foods 2008. All rights reserved.

21. Consumer Engagement
© Largo Foods 2008. All rights reserved.

22. 2007- Election Campaign
© Largo Foods 2008. All rights reserved.

23. 2008 - Looking for
Love Campaign
ARE YOU A LOVELY GIRL?
Potato shaped individual
would like to meet,
thick ankled lovlies
with marriage in mind.
Must enjoy the finer
things in life like a
spin in a
Massey Ferguson,
crisp sandwiches,
and a good
old knees up.
If your turn ons include,
Wellies, snacks and
a bloke in a hat,
I’m your only man.
To make the connection
log onto www.mrtayto.ie
© Largo Foods 2008. All rights reserved.

24. 2009 - Book Campaign
 Sold 60,000 copies
 No.1 bestseller for 3 weeks
 3 rd highest recalled
campaign of 2009
 1 st FMCG brand ever
© Largo Foods 2008. All rights reserved.

25. Supporting Ireland
© Largo Foods 2008. All rights reserved.

26. Celebrity
© Largo Foods 2008. All rights reserved.

27. © Largo Foods 2008. All rights reserved.

28. © Largo Foods 2008. All rights reserved.

29. The New Generation
Official Website
© Largo Foods 2008. All rights reserved.

30. Expansion
© Largo Foods 2008. All rights reserved.

31. What Next ?
© Largo Foods 2008. All rights reserved.

32. Thank You !
© Largo Foods 2008. All rights reserved.