Irwin’s has teamed up with Tourism Ireland to promote a “visit Northern Ireland” message to consumers via an on-pack marketing campaign.
In support of the Year of Food 2016, Irwin’s will launch an on-pack campaign across Great Britain, encouraging people to visit Northern Ireland for its food and famous hospitality. It will run on packs of the bakery’s Rankin Selection range of traditional Irish breads.
Colette Wilson, marketing manager at Irwin’s, said: “The Year of Food is a fantastic opportunity to celebrate the quality of our food and, of course, the warmth of our hospitality.
“Partnering with Tourism Ireland gives us a valuable opportunity to showcase the Rankin Selection product range and reinforce its authentic Irish heritage – as well as encouraging consumers to take the next step and visit Northern Ireland.”
An on-pack competition is open now until 15 May. Five pairs of winners will win two nights’ B&B in a four-star hotel, one evening meal, return flights and a Belfast Food Tour.
Last month, Irwin’s announced that it will supply more than 100,000 packs of its new wheaten bread products to all Asda stores in Northern Ireland.