Irwin's Bakery are once again proud sponsors of UTV's hugely popular series Rare Breed – A Farming Year. The rural fly-on-the-wall series provides an in-depth look at the ups and downs of farming life and celebrates the outstanding variety of Northern Irish produce.

The new series launched on Monday night (11th January), with a fantastic performance on UTV, receiving the highest share of viewing in Ulster at that time slot, attracting an average audience of 213,000 viewers and a 30% share. Viewership of the programme peaked at 231,000 beating EastEnders which was broadcast at the same time on BBC NI, which achieved an average audience of 184,000 viewers.

The show also achieved a strong social launch with online content reaching over half a million over the past week; including 465,000 users on Facebook, with over 93,000 video views and over 3,000 engagements, including over 2,000 likes.

The series which explores the lives, livelihood and challenges of farmers in Ulster has gone from strength to strength over the years. This is further evidence of the population of Northern Ireland’s love for local programming and content, an enduring fact despite the highly competitive and increasingly proliferated media market place.  

This is the sixth year that our client has sponsored UTV and the high profile sponsorship continues to be a great match for the Irwin's brand. Each programme will be bookended by mouth-watering serving suggestions of the full product range, all designed to get shoppers hungry for Irwin's delicious breads.

The series will continue to be broadcast every Monday at 8pm over the next 11 weeks, with live Twitter conversation during the programme using the hashtag #RareBreed.


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