Make This Campaign Work for You and Translate Your Membership Into Sales

Whilst being a member of Love Irish Food has proven to be a positive benefit to member brands, the strongest benefit is to brands that clearly communicate their membership to consumers by displaying the LIF logo prominently on pack. Have you thought about how you can you use Love Irish Food to drive your brand in-store?

International research has shown that over 60% of decisions on purchase are made in store and whilst many shoppers claim to use a shopping list, only 17% of purchases in Food & Beverage match that list. It has been shown that an Irish label on a product tops the influence factor list at 67% of in store purchase influences (Ask Chilli). In recent research, we found that a Love Irish Food logo on front of pack will have a strong influence on shoppers intent to purchase.

Make sure the Love Irish Food Logo is prominently displayed on your product and make it clearly visible to the consumer as they shop. Have a look at how other members are using the logo to signpost their membership:

    

Incorporate the Love Irish Food logo into shelf-ready packaging and promotional packaging. Whilst changing brand packaging can be expensive, using promotional packaging, outer case, display cases can be a effective way of promoting your membership. It can also create presence on shelf where point of sale display is difficult.

          

Where possible, use point-of-sale incorporating your brand logo and the Love Irish Food logo to highlight your membership at point of purchase. Gaining POS placements in-store may sometimes be a challenge, however, when placed, it can enjoy extended display – sometimes up to 18 months – so it’s well worth the effort.

Are your salesforce fully briefed and using all the available information to create sales and display opportunities? We can help you with this, providing up-to-date information for sales presenters, trade presentations, research and case studies.

Are your trade partners aware of your involvement and of the latest research on how Love Irish Food membership will increase a consumer’s intention to purchase your brand? Are your staff aware of the campaign, its member brands and what Love Irish Food stands for? Do you circulate this newsletter to all your staff?