Irwin’s NI Picnic

We’ve partnered up with Irwin’s Bakery & Tourism NI have to help them on their hunt to find Northern Ireland’s Best Picnic. We developed an over-the-line campaign, incorporating outdoor, social media, radio and instore activation. 

With a focus on both new and existing Irwin’s customers, the competition mechanic was driven by sharable content, encouraging entrants to share their favourite sandwich (using Irwin’s Nutty Krust or Softee of course!) in their favourite Northern Irish location and upload a picture using the hashtag #irwinsbestpicnic, for a chance to win weekly, monthly and an overall grand prizes.

Coinciding with the start of National Picnic week, the campaign rolled out over outdoor formats (48 sheets and 6 sheets) to visually encourage and explain to consumers how to enter the competition, whilst simultaneously showcasing the Nutty Krust & Softee products, through inclusion of both pack shots and products in use. It was vital that we kept the campaign simple and brand focused whilst inspiring customers to develop their own original recipes with the mouthwatering sandwiches on display. 

The outdoor execution will run alongside our radio and social media activity which further encourages people throughout the country, to share their #irwinsbestpicnic and be in with a chance of winning.

So now it is your turn – make the most of the Northern Irish summer and get your entry in by sharing your own picnics, at iconic Northern Irish destinations, on Facebook, Twitter or Instagram using #irwinsbestpicnic.


Spectacular results

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Ardmore House Pavilions
Kinnegar Drive Holywood
BT18 9JQ