~ Connacht Gold butter continues strong growth ~
Connacht Gold’s Low Fat butter is for real butter lovers, for the ones who slather teeth deep on toast, the baked potato toppers, for the ones who spread it over scones and melt over corn. It’s perfect for many mealtimes including breakfast, brunch, lunch, Afternoon tea and melting over veg and fluffy potatoes at dinnertime.
Connacht Gold has invested in its Low Fat Butter through an integrated Real Butter campaign over the past two years and now continues to invest in the brand’s growth with a new #LovetheTaste campaign launched on October 5th.
The key message of the campaign highlights that consumers can enjoy all the taste of real butter, with just half the fat.
The #LovetheTaste campaign is a comprehensive integrated marketing campaign, which includes a strong radio presence across major national stations, Today FM, Radio 1, 2fm combined with regional radio; print in the form of consumer magazines and press; online across female sites such as Her.ie; Herfamily.ie and Mummy Pages.
And to demonstrate the versatility of its Low Fat butter and highlight the brand’s usage occasions, Connacht Gold is hosting two key Dublin city events– a Big Breakfast morning on TV3’s Ireland AM, with cookery, nutrition, sports and lifestyle contributors appearing on the show, including busy mum and businesswoman Pippa O’Connor. Another exciting event being organised is a #LovetheTaste Tea Party in House Dublin.
“I am really excited to be part of Connacht Gold’s #LovetheTaste campaign. Healthy eating is very important for me and my family and Connacht Gold’s Low Fat butter means we don’t have to compromise on taste to enjoy real butter with less calories. It a natural product, with half the fat and no vegetable oils or chemically treated fats. The Connacht Gold big breakfast morning and #LovetheTaste Tea Party are events I’m really looking forward to” revealed Pippa.
Lydia Rogers, Communications and Brand manager, Aurivo Co-operative Society said: “We are very pleased with the performance of our Connacht Gold butter brand; the strong sales figures combined with excellent results of independent taste tests show that our exceptional quality brand is resonating with consumers. We look forward to continued success for the range as we launch our #LovetheTaste campaign in the coming weeks”.
Nationwide in-store tastings will also form an integral part of the campaign to encourage new consumers to taste the brand. Earlier this year, results from an independent sensory analysis competitor benchmarking report conducted by St Angela’s Food Technology Centre concluded that Connacht Gold Low Fat butter was the preferred choice for taste and texture versus four competitor brands in a blind tasting, and combined with the brand’s six Great Taste and Blas na hEireann accolades achieved in 2014, Connacht Gold seems to be certainly winning the taste test.
“We find that when consumers taste Connacht Gold, they become very loyal to the brand, so for us it’s about continuing to encourage new people to try our products. We conducted a range of tastings in the multiples earlier this year and a unanimous, 100% of consumers agreed Connacht Gold Low Fat butter ‘tastes great’ ” added Lydia Rogers.