Bord Bia
wedü Helps Drive Bord Bia’s Success in America: Elevating Irish Whiskey Sales by 200% Through Strategic Marketing
www.bordbia.ie
Event Marketing New Product Launch Growth Strategy Digital Marketing OTT Media
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Client Overview

When Bord Bia, the Irish government agency for food and drink, aimed to introduce exclusive products to the New Hampshire market, they collaborated with the New Hampshire Liquor Commission and wedü to enhance their promotional reach.

wedü developed a comprehensive marketing plan to introduce these products to the marketplace and boost sales in the Irish Whiskey category.

The Project

On March 14th, wedü designed, promoted, and executed an immersive event where customers could sample and purchase dozens of unique items. Additionally, wedü launched a robust promotional campaign for the products as they hit retail shelves.

The Strategy

Leveraging a multi-channel approach, wedü utilized radio, social media platforms (Facebook, Instagram, Snapchat), three strategically timed eBlasts, OTT ads on CBS Pre-Roll, Hulu, and paid Google display ads to ensure extensive reach. The key messaging emphasized the exclusivity of these products.
Rigorous monitoring of results and metrics allowed for real-time adjustments to optimize campaign performance. The OTT video ads effectively conveyed the story of Irish spirits, transporting viewers to Ireland much like the spirits themselves.

“This exciting collaboration was a wonderful way for us to share our Irish heritage, as well as share some of the fine spirits we’ve known and enjoyed for so long.”
Daragh Flanagan, Bord Bia’s Vice President for Drinks in North America

The Results

A sold-out event featuring dozens of products

A 200% increase in product sales at the event compared to previous similar events

An overall 16% increase in sales for the Irish Whiskey category

A growing partnership with future promotions already in the planning stages

Enhanced exposure to new audiences through OTT (CBS, Hulu)

Next Project

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