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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 Cooleeney
  that would bring the range together in
  an impactful way to
  drive consumer
  brand awareness.
And to position our brand
with our customers…

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

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Breda Maher - the rebrand of Cooleeney Cheese

  • 1. Cooleeney Cheese Our branding experience
  • 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..