2. 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
3. Our Objective
• To create a brand identity for Cooleeney
that would bring the range together in
an impactful way to
drive consumer
brand awareness.
4. And to position our brand
with our customers…
As a business that is
“a premium artisan
Irish farmhouse
cheese producer.”
5. Understanding what is unique
about us was really important...
• A family run farm and the original home of the
cheese range.
• The Cooleeney Farm has been in our family for
3 generations.
• Our son is now the forth generation to farm at
Cooleeney.
• He plays a key role in running the farm and
caring for the Fresian herd.
6. 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
7. 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..