Building loyalty and expanding reach
Donna Ahern presents a comprehensive guide to leading PR and marketing agencies in Ireland, offering insights into how brands can strengthen visibility and connect with today’s consumers
Print21 May 2026
In a competitive retail landscape, clear and consistent brand communication is more important than ever. Irish brands are increasingly investing in integrated marketing strategies, combining digital, in-store, and experiential campaigns to drive engagement. Social media, influencer partnerships, and data-led targeting continue to play a central role in building loyalty and expanding reach.
Ellen Gunning, data prophet chats to ShelfLife about why hiring a PR and marketing firm makes sense in an AI-era. A respected media commentator, former radio presenter and experienced board leader she brings authority, insight and infectious energy to every stage With more than 30 years’ experience in communications and public affairs, she now develops AI solutions for politicians and parliaments while advising organisations on how emerging technologies will transform their industries.
“Artificial Intelligence is everywhere. AI is already making a huge impact in the food and beverage industry. Algorithms allow companies to profile customers and target them in a personalised way based on an understanding of their purchase history and online behaviour,” she explains. “It also plays a role in the issues that are most relevant to the industry and its consumers, like food safety, nutrition, traceability, waste reduction and healthy eating (to name just a few).
“AI is also seriously impacting the PR and Marketing industry. We read every day about its ability to write text, generate videos, create audio interviews and podcasts. But highly skilled professionals are also trained to evaluate vast sources of information, from disparate perspectives, and offer you the best strategic view, for your business, based on years of experience,” Gunning adds.
“To be really effective, AI needs a human in the loop. In the food industry, the human evaluates the data and determines if it is worth investing time and money to change processes or add new flavours.
“In PR and marketing, the human in the loop will use that data to create strategic campaigns, raise visibility, enhance brand reputation, and drive product sales.
“The world of food, beverage and drink is changing as is the world of PR and Marketing. In each case, the speed of change needs capable, highly skilled human professionals, using the AI tools at their disposal, to guide decisions and campaigns which are relevant to your audiences, and to communicate with them in a cost-effective, efficient and profitable way,” she concludes.
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| PR Agency | Hunter Media Group |
| Established | Hunter Media Group was established three years ago as the umbrella group for Hunter Communications, which brings nearly 20 years of PR expertise, alongside The Collaborations Agency, celebrating 10 years in business, and Social Content HQ, a specialis |
| Contact name | Sarah Costello |
| Phone | 01-9056350 |
| hello@huntermediagroup.com | |
| Website | www.huntermediagroup.ie |
| Social media | Instagram: @hunter.media.group |
| Client List | FMCG Client List: Tayto, Kerrygold, VIT HIT, O’Donnells, Hunky Dorys, White Claw, Huel, Chivers, McDonnells, Donnybrook Fair, Perpetua, Carrolls Ham & Dash Burger |
| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| Over the past year, our agency has demonstrated its expertise in helping FMCG brands cut through an increasingly crowded media landscape by combining strategic PR, earned media, influencer engagement and digital storytelling to deliver measurable impact.
A key focus has been securing high-quality earned media coverage that not only drives visibility, but also builds credibility and consumer trust. Through product launches, thought leadership, partnerships and culturally relevant campaigns, we have successfully positioned brands and spokespeople across national, consumer and trade media. By identifying compelling angles and understanding what resonates with both journalists and consumers, we consistently deliver coverage that supports wider brand and commercial objectives. Alongside traditional PR, we have expanded our social-first and influencer capabilities. From experiential activations and creator partnerships to content-led launches and seasonal campaigns, our approach prioritises authentic engagement over promotional messaging, connecting brands with audiences in ways that feel relevant and credible. We are also highly aware of the broader pressures facing the FMCG sector, including changing shopping habits, economic uncertainty and rising consumer expectations around sustainability, convenience and transparency. By staying closely connected to media trends and audience behaviour, we help brands remain visible and competitive in a fast-evolving marketplace. As a full-service communications agency, Hunter Media Group offers a true one-stop-shop approach, integrating PR, influencer marketing, experiential, digital content and social strategy under one roof to create cohesive campaigns with maximum impact. |
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Q&A with… Sarah Costello, group director, Hunter Media Group
Hunter Media Group was established three years ago as the umbrella group for Hunter Communications, which brings nearly 20 years of PR expertise, alongside The Collaborations Agency, now celebrating 10 years in business, and Social Content HQ, a specialist social-first content agency founded three years ago.
Social media platforms:
Instagram: @hunter.media.group
Linkedin: /hunter-media-group
Tik Tok: @hunter.media.group
Q: What sets Hunter Media Group apart from other PR firms in terms of strategy, results, or industry specialisation?
A: What sets Hunter Media Group apart is our ability to combine strategic communications with culturally relevant storytelling that genuinely connects with audiences. In an increasingly crowded landscape, we focus on campaigns that feel authentic, timely and impactful rather than purely promotional.
Our PR division remains at the core of the business, with strong expertise across FMCG, retail, hospitality, lifestyle, services and consumer brands. This gives us a deep understanding of both industry trends and evolving consumer behaviour, while ensuring every campaign is aligned with wider business objectives, whether that’s building brand awareness, supporting launches, driving engagement or strengthening long-term reputation.
A key differentiator is the breadth of expertise across the wider Hunter Media Group network. Alongside our PR offering, The Collaborations Agency is celebrating 10 years in business, bringing extensive experience in influencer marketing, partnerships and talent strategy, while Social Content HQ, now three years in operation, specialises in social-first content creation and digital storytelling.
Together, this integrated structure allows us to see the full picture from the outset and map campaigns from pre-promotion through to post-event amplification seamlessly under one roof. Rather than outsourcing to multiple third parties, we are able to build bespoke teams around each client’s needs, creating campaigns with stronger alignment, faster execution and greater commercial impact across earned, owned and social channels.
Q: Can you share specific examples or case studies of successful campaigns you’ve executed, and what measurable impact they had.
A: Over the past year, we have delivered integrated campaigns across FMCG that successfully combined earned media, influencer engagement and experiential activity to drive strong brand awareness and consumer engagement.
One standout example was our work supporting Kerrygold’s St Patrick’s Day pop-up activation, which combined experiential, PR and cultural storytelling to generate widespread attention and meaningful earned media coverage, including coverage on RTÉ’s The Late Late Show. The campaign demonstrated the value of combining culturally relevant moments with strategic media engagement to maximise visibility and audience connection.
We have also delivered culturally driven campaigns for brands such as Frank and Honest during Seachtain na Gaeilge, alongside social-first activations for brands including VIT HIT and White Claw, tapping into existing communities through creator-led content, digital storytelling and culturally relevant conversations that resonated with younger audiences in authentic and highly shareable ways.
A major part of our approach is meeting consumers where they already are. Whether through run clubs and wellness-led community events for brands such as VIT HIT and Huel, experiential activations like a vintage tea tour for Chivers around Mother’s Day, or creative brand collaborations between two iconic Irish brands such as Tayto and Brennans, we focus on creating genuine moments of connection that encourage organic engagement, conversation and shareability.
Across all campaigns, our focus remains on measurable outcomes aligned to client objectives, from media reach and engagement to social performance and overall brand visibility. Our integrated approach ensures campaigns deliver meaningful impact while building long-term awareness and credibility for the brands we work with.
Q: How do you tailor your PR approach to different industries or business sizes, especially startups or growing brands?
At Hunter Media Group, we recognise that no two brands are the same. Our approach is always tailored to each client’s goals, audience and stage of growth, whether we are working with an established FMCG brand, a scaling startup or an emerging growth brand.
For startups and growing businesses, visibility and credibility are often the priority. We focus on building strong brand narratives, creating standout launch moments and securing earned media that establishes trust and awareness. We work closely with founders to uncover authentic stories that help brands connect with consumers and stand out in competitive markets.
For more established businesses, our role often involves maintaining relevance and supporting wider commercial objectives through integrated PR, influencer marketing and experiential activity.
A key strength of Hunter Media Group is our ability to draw on specialist expertise across multiple disciplines and partner agencies, allowing us to build bespoke teams around each client’s individual needs. This flexible, integrated approach ensures clients benefit from the right mix of strategic, creative and commercial expertise at every stage of growth.
In every case, we begin by understanding the audience, market landscape and business goals before identifying the right channels, messaging and partnerships to deliver impact.
Q: What channels and tactics do you use beyond traditional media outreach (e.g., influencer relations, digital PR, content strategy)?
A: At Hunter Media Group, our approach extends well beyond traditional media relations. While earned media remains a core strength, we deliver fully integrated communications strategies that meet audiences across the channels they actually use.
A key advantage of our model is access to specialist expertise across multiple disciplines and partner agencies, allowing us to build bespoke teams around each client’s specific needs. Whether a campaign requires PR, influencer marketing, experiential, digital content, social strategy or talent partnerships, clients benefit from integrated expertise across every touchpoint rather than a one-size-fits-all approach.
Alongside PR, we work across influencer marketing, digital PR, social media strategy, experiential activations, talent partnerships and content creation. Our influencer campaigns are carefully curated to align brand values with audience demographics and creator credibility, resulting in partnerships that feel authentic rather than transactional.
We place strong emphasis on social-first storytelling, creating campaigns designed to drive conversation, engagement and shareability across digital platforms. From short-form video and creator-led content to seasonal campaigns and experiential activations, our focus is always on cultural relevance and meaningful audience connection.
By integrating these channels under one strategic approach, we ensure campaigns deliver measurable impact across earned, owned and social media simultaneously.
Q: Crisis management is a critical component of effective public relations—can you walk us through your agency’s approach to handling high-pressure situations and maintaining brand reputation during a crisis?
A: Our approach to crisis management is built on preparation, clear communication and protecting long-term brand reputation. In high-pressure situations, speed matters, but so does ensuring every response is strategic, measured and aligned with the brand’s values.
We begin by rapidly assessing the situation, identifying key risks, stakeholders and potential impact across media, digital platforms and consumer sentiment. From there, we work closely with clients and corporate communications teams to establish clear messaging, media handling protocols and internal alignment across all channels.
We help brands respond calmly and confidently while maintaining credibility and consumer trust. As crises increasingly unfold in real time online, our approach extends beyond traditional media management to include digital monitoring, social sentiment tracking and influencer considerations.
Ultimately, effective crisis communications is not just about managing the immediate issue, it is about safeguarding long-term reputation. Through strategic counsel, rapid response and clear messaging, we help clients navigate challenging situations while protecting trust and brand integrity.
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| PR Agency | Harris PR |
| Established | July 2009 |
| Contact name | Sonia Harris Pope |
| Phone | 087 797 9703 |
| hello@harrispr.ie | |
| Website | www.harrispr.ie |
| Social media | Follow @harris_pr on Instagram and TikTok, and Harris Public Relations on Facebook and LinkedIn. |
| Client list | Activ8 Energies, Amazon, Bealtaine, Broken Theatre, bunq, Capitalflow, Coeliac Society, Dundrum Town, Fáilte Ireland’s Púca Festival, Fever, Firstlight, Ford, Fresh Cuts, GDK, Holland & Barrett, Irish Haemochromatosis Association, Irish Network for Gynaecological Oncology, iReach, Kavanagh Weekend, Lidl Lloyds Online Doctor, MSD, Petmania, Replay Festival, ReproMed St. Patrick’s Festival and Swappie |
| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | We continue to promote trust and transparency in our clients’ communications through strategic comms, stakeholder engagement, creative and strategic media relations, while combining strategic corporate comms with creative consumer communications. |
Q&A with… Sonia Harris Pope, founder & MD, Harris PR
Q: What gap in the PR landscape did you identify when founding the business?
A: When I set the agency up 17 years ago, it was following a decade working in agency PR and it was in the height of a recession. While in agencies, I had been frustrated by the constraints around the service I could provide. I noticed brand managers and marketing managers needed a partner, not just a supplier. I set out to be a true extension of a clients’ team, to be their boots on the ground and to offer the service they needed, that often spilled beyond traditional PR.
Q: What was the defining moment that validated your decision to launch Harris PR?
A: Often over the years, Harris PR has been the clients’ only team on the ground in Ireland so we’re offering counsel beyond the PR realm. For me, that first 12 months from July 2009 really validated the decision to set up a new PR agency. I was busier than I could ever have imagined, having to turn business away to focus on the brands that I could really make a difference with. I was shaping their strategies with insights and experience, and I could emphasise the true value of our service. That’s something that we still uphold today.
Q: What gap in the PR landscape did you identify when founding the business?
A: For me, it was about service. It was a time of flux in the industry. We were seeing the rise of social media and that was falling under the comms umbrella, as it should – it’s just another way for brands to talk to their audiences. I’ve personally set up some Facebook accounts for some of Ireland’s biggest brands, which seems hilarious now, considering the number of people working on those accounts today. It was the first signs of the success of the digital age of news in Ireland, and a really exciting time to be working in the industry, so I wanted to grab that with both hands.
There’s always going to be something new and it’s our role in PR to always be looking to the next thing to be able to fully advise our clients of their roles and strategies.
Q: How did your initial vision for the company shape its growth over the past decade?
A: My initial vision was a client-centric agency always. It hasn’t changed that much over the last 17 years but as the agency has grown, it’s become a people-first business. Clients deserve creative PR expertise delivered with integrity, collaboration, transparency and a truly client-centric approach; we’ll always be their biggest cheerleaders and biggest fans, but we’ll also always challenge them to be their best selves. As we’ve grown our team, I want to create a work environment that recognises their individual talents and contributions, so we can work together to create a better world through work we are proud of.
Q: What key factors set Harris PR apart from its competitors today?
A: Every PR agency will tell you how innovative they are – it’s the first rule of PR! But we don’t tell our clients that, we show them, through creative, strategic approaches that put them at the heart of what matters to them. We’ve been working with many brands for many years, often repeating marketing cycles, but we continue to tell their stories in new ways that their audiences can identify with.
We’re constantly evolving our services and skills to ensure we not only meet the needs of our clients but exceed them.
Q: How has your approach to PR evolved with changes in media and digital platforms, as well as the rise and popularity of Influencers?
A: PR is constantly evolving. When I started out two and a half decades ago, I would spend my mornings in front of two fax machines sending press releases and photo notifications to news and picture desks. We didn’t have external email! So, I’m used to change, and I welcome it.
We naturally evolved from traditional PR to digital PR, as we were doing it anyway. We understand how people consume their news in Ireland, especially compared to the UK, Europe and the US, so it makes sense for us to constantly grow in how we talk to and with audiences. It’s not a one-way conversation, it’s not a billboard, we’re keen to hear what people have to say and to ensure we’re meeting them where they’re at, whether that’s online or in the physical world.
We know people in Ireland trust advice from their favourite influencers as much as from their own mothers, so it makes sense to engage with them, but we do so using a strict filter to ensure they are true to their own brand, as well as the ones we represent.
Influencers are part of the PR mix, like traditional, social and digital.
Q: What lessons from the past 10 years are shaping your strategy moving forward?
A: I was asked recently by a UK based client if I thought the term “PR agency” was dead. I was affronted, obviously as I feel so vehemently that it’s the opposite. The role of PR people has never been clearer or more important.
We’re living in an age of distrust and fake news. We’ve watched this grow and thwart into something beyond concerning over the last decade, so it’s our role to emerge as the guardians of trust and transparency.
More people in Ireland are willing to pay for their news than anywhere else in the world so we know there’s an appetite here for real news and it’s on us to ensure we deliver that at all times.
Our clients trust us to help shape their strategies in a meaningful way that their audiences will relate and respond to.
For them, we’re in the business of building communities, not just fans and customers.
Q: What accomplishment best reflects what and the team are most proud of since launching the agency?
A: As we approached our 15th year in business in 2024 we decided to celebrate by creating a Public Relations DEI Bursary with the Public Relations Institute of Ireland (PRII) and Open Doors Ireland (ODI) with a view to creating pathways to employment for those from under-represented backgrounds and to safeguard the future of the PR industry in Ireland. We’ve had two successful bursary candidates and we’re on the cusp of launching the third year.
Our learnings led us to identify gaps in DEI in PR agencies and in-house communications teams, so earlier this year we engaged iReach to conduct research to set a benchmark on DEI in Ireland, or the lack of it in the PR industry. We launched the findings to over 75 agency leaders and experts and created a Toolkit for Employers to support them in making their hiring practices more accessible and their workplaces more inclusive.
I am so proud of my team and how committed they are to constantly improving our industry and encouraging change from the inside out.
Q: Looking ahead, what are your top priorities and ambitions for Harris PR in 2026?
A: The last five years have been a huge transition for the agency. During COVID we went fully remote which allowed me to hire some excellent team members who appreciated some of the perks of remote working. We then went on to create a Senior Leadership Team comprising Niamh McCarrick, now our deputy managing director and Natalie Burke Donohue, our senior client director, and doubled our agency team members, including an operations manager, Grace Scully and promoting Brian Lyng to creative & strategic lead. With extensive experience across food & beverage, retail, health & wellness, sustainability, festivals, hospitality and tourism, tech, motoring and not-for-profit sectors, we pride ourselves on nurturing long-standing client relationships and delivering measurable, meaningful impact.
Our heritage is in Consumer PR but a combination of creativity and strategy is in the DNA of the work we do for world famous brands, local start-ups and not-for-profits. Many of our clients benefit from full service including consumer, corporate, social, digital, ticketing and website management. As we turn 17 and enter the second half of the year, we are launching a fully corporate division led by Niamh McCarrick. This division will join our Consumer Division and benefit from team members with extensive experience in corporate and internal communications.
Q: Is there anything that you would like to add?
A: We encourage conversation, so please take a look at harrispr.ie or follow us on socials, and if you like what you see, let’s talk.
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| Contact name | David Coyle |
| Phone | +353 1 420 0070 |
| david@thinkhousehq.com | |
| Website | www.thinkhousehq.com |
| Social media | https://www.instagram.com/thinkhouse |
| Client list | Food & Drink clients include: Keelings, Heineken Ireland, Irish Distillers, Barry’s Tea, Irish Pride, Dunnes Stores, Bord Bia, innocent drinks. |
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In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? |
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| Over the past year, THINKHOUSE has shown its strength in helping FMCG brands connect with their audiences by focusing on what really matters, being relevant in people’s everyday lives. As a social and digital-first agency, we build work designed for the platforms people spend time on, from TikTok and Instagram to PR and creator partnerships, while still supporting wider campaigns across TV, OOH and retail. This approach reflects how modern FMCG brands grow today by showing up consistently across both digital and traditional channels.
We’ve continued to grow our food and drink client base, adding Bord Bia, Keelings and Irish Bread Company (Irish Pride and Gallaghers) over recent years. These brands join our agency’s long-standing partners; Heineken Ireland, Irish Distillers, innocent drinks and Barry’s Tea. Across these brands, we deliver fully integrated work from brand strategy and creative to Social, PR, Creator, Packaging and in-store. A key part of our approach is The Youth Lab, our insights and strategy team, which helps us understand how audiences think, behave and what they care about. This ensures our work is based on real cultural insight that feels right for tomorrow, as well as today. We also use AI to work faster and smarter helping us understand audiences, improve content and respond quickly to cultural shifts. The result is simple: work that people notice, engage with and act on; helping brands grow their relevance and drive real sales.Check out some of THINKHOUSE’s recent work on www.thinkhousehq.com |
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| PR Agency | Elevate PR |
| Established | 2001 |
| Contact ame | Claire Feely |
| Phone | 01-6625652 |
| claire@elevate.ie | |
| Website | www.elevate.ie/ |
| Social Media – | www.instagram.com/elevatepr |
| Client list | Lily O’Briens, Jacob’s, Apache Pizza, Odlums, Batchelors, Clipper Tea, Charlotte Tilbury, JYSK, Five Farms, Valeo. |
| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| As an indie challenger agency celebrating 25 years in business, we work with precision at pace to create relevance in a fast moving and competitive sector. Our focus is on delivering reach, advocacy and cultural relevance at key consumer moments for FMCG brands.
Our strategic approach blends earned media coverage with influencer campaigns and brand experiences to support both short-term activation and long-term brand building. The PR strategies we develop for FMCG clients are grounded in consumer and cultural insights and trends. By helping clients to navigate the creator, experience and attention economies, we ensure brand messages land with the right consumers through a mix of targeted narrow casting and broad casting. As we mark our 25th birthday, our longstanding media relationships continues to deliver value, securing impactful coverage across national, lifestyle and trade titles while maintaining a clear, consistent brand narrative. Our deep experience makes us thought leaders in communications strategy, as we were early adaptors in the new media landscape. In 2025, successful FMCG campaigns included Pancake Tuesday for Odlums, Lily O’Brien’s Valentine’s Day, Mother’s Day, Easter and Christmas campaigns, the launch of Batchelors Beans with Ballymaloe Relish, and Christmas campaigns for Jacob’s, At the Heart of Every Irish Christmas and Five Farms, the world’s first farm-to-table Irish Cream Liqueur, crafted in Co. Cork.
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PR Agency |
Dardis + Dog |
| Established | 2022 |
| Contact Name | Susie Dardis |
| Phone | 0868277993 |
| susie@dardisanddog.ie | |
| Website | www.dardisanddog.ie |
| Client List | EIT Food, Dublinia, Very, Gino’s Gelato, Intact Insurance/The Hive Agency, Bord Gais Energy/The Hive Agency, Sonbrook, Climeaction, Platmech, The Reputations Agency
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| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| In the past year, Dardis + Dog has worked with FoodUnfolded, the consumer-facing initiative of EIT Food (an EU initiative). We led their content and PR strategy across multiple European markets, taking topics like food sustainability and food science and making them accessible to everyday consumers — territory many FMCG brands now find themselves in as they try to communicate provenance, sourcing and credentials beyond the label.
In a different sector, climate and energy consultancy Climeaction needed a clearer way to communicate a highly technical, B2B offering as they prepared for international growth. We ran messaging workshops to distil their proposition into simple, audience-led narratives, rebuilt their website and content ecosystem, and supported leadership profiling in media. This ensured their expertise landed in a way that was both commercially relevant and easy to grasp, supporting expansion into new markets, including the US. Our work is informed by deep consumer-brand experience. Susie Dardis founded Dardis + Dog after eight years as Head of Communications at Red Bull, followed by a decade leading campaigns for brands including Diageo, Heineken, Lidl and An Post. Dardis + Dog is a boutique marketing and PR consultancy for growth-stage brands who need clarity, presence and execution, from strategy through to delivery. For FMCG brands, that means building trust and crafting unique stories that make products stand out in saturated, low-interest retail environments. We believe in less bark, more bite — and brand communications that fetch results. |
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| PR Agency | Presence Plus |
| Established | 2003 |
| Contact name | Joanne Byrne |
| Phone | 016761062 |
| joannebyrne@presence.ie | |
| Website | www.presence.ie |
| Social media | Instagram: @presenceplus, TikTok @presenceplus, LinkedIn – Presence Plus |
| Client list | Cosentino, Currys, Dalkey Book Festival, Decathlon, Druid Padel, Dublin Horse Show, Emerald Park, Flair Showers, FLYEfit, Green Isle, Ideal Home Show, IPB Insurance, Leonardo Hotels, ODEON, Respa Beds, The G, The Little Museum of Dublin, The Morrison, and The Skin Diary. |
| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| The past year has marked an exciting new chapter for us. We’ve rebranded as Presence Plus, welcomed Aislinn O’Toole as Director, and celebrated nearly 25 years in business. The addition of “Plus” is intentional – it reflects how far we’ve come as an agency and how we continue to evolve alongside the ever-changing needs of brands.
Our diverse portfolio keeps us closely aligned with shifting objectives across FMCG sectors and audiences. From food and drink to household and personal care, spanning both retail and online, we’ve built a deep understanding of what resonates with different demographics. We’ve partnered with brands of every scale – from start-ups and artisan producers to multinational companies and major retailers – and we thrive on that variety and challenge. A glance at our Instagram shows the breadth of what we do: traditional PR, strong editorial driven by media relationships, high-profile events, influencer campaigns, sampling, media drops, and more. Every campaign is tailored, never templated. This variety keeps us agile, constantly learning and applying fresh thinking across projects. Alongside this, our Presence People division, led by Joanne, represents some of Ireland’s most recognisable talent across TV, radio, social media, sport, and entertainment. We don’t believe in one-size-fits-all approaches. They’re ineffective and uninspiring. Instead, we focus on creating impactful moments that capture attention while clearly communicating the brand message – always grounded in a longer-term strategy. Our experience gives us confidence and our approach delivers results. |
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| PR Agency | MASONRY PR |
| Established | 2013 |
| Contact name | Kathryn Mason |
| Phone | 01 9065331 |
| pr@masonry.ie | |
| Website | www.MASONRY.ie |
| Social media | Masonry_PR |
| Client list | Galmere Foods – The Galway Kitchen & SOOP Mug, Powerscourt Distillery MCD Productions, IMRO Radio Awards, All-Ireland Podcast Awards (Also founder of) and Purple House (Charity). |
| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| Over the past year, MASONRY PR has demonstrated strong FMCG and consumer-brand expertise by helping food, drink, and lifestyle-led brands translate their product stories into clear, media-friendly narratives that reach the right audiences.
For The Galway Kitchen, we focused on bringing a local Irish food brand into wider lifestyle and consumer conversations, shaping messaging around provenance, quality, convenience and everyday appeal. The aim was to make the brand relevant beyond product listings, giving media a reason to talk about it in food, family, shopping and seasonal contexts. With SOOP Mug, our work centred on building awareness around a practical, design-led food product in a busy consumer category. We developed PR angles that positioned the brand around convenience, Irish retail relevance, gifting, desk lunches and real-life use, helping it connect with media, influencers and consumers in a way that felt useful rather than sales-led. For Powerscourt Distillery, we continued to build a profile for Fercullen Irish whiskey through relaunches and awards storytelling. This included turning whiskey news into broader consumer hooks around Irish craft, Wicklow provenance and food-and-drink culture. Across these campaigns, our strength has been identifying the sharpest audience hook, shaping the story for different media channels, and securing earned visibility that supports both brand awareness and commercial objectives. We understand how to make FMCG brands feel relevant, timely and distinctive in a crowded market. |
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| PR Agency | StoryBev Marketing |
| Established | 2025 |
| Contact name | Clare Minnock |
| Phone | +353 (0)87 9148697 |
| clare@storybevmarketing.com | |
| Website | www.storybevmarketing.com/ |
| Social media | www.linkedin.com/in/clare-minnock-849942a0 |
| Client list | O’Hara’s, Two Stacks, WD O’Connell, Hytropics, Flying Tumbler, Orr Apple Brandy, Kyteler’s Inn, South East Whiskey Festival, Killaloe Whiskey Company.
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| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| In the past year, StoryBev Marketing has helped ambitious drinks brands cut through crowded markets and connect with the audiences that matter most. Founded to give smaller and scaling brands access to senior-level expertise, we offer specialist drinks marketing support, often out of reach due to the non-compete restrictions and cost structures of larger agencies.
As an all-Ireland agency focused exclusively on beverage brands, we combine strategic thinking with hands-on commercial experience. Founder Clare Minnock previously served as Global Brand Director for Writers’ Tears and The Irishman Irish Whiskeys, bringing first-hand knowledge of how to build brands, win listings and drive growth in competitive categories. Over the last 12 months, we have partnered with emerging and established drinks businesses across alcoholic and non-alcoholic functional categories to sharpen their proposition, define target audiences and create marketing strategies built for real-world budgets. Our work includes refining positioning, building launch plans, developing trade and consumer messaging, and identifying the channels that will deliver the greatest return. Our approach is practical, agile and scalable. We understand that many drinks brands operate with lean teams and limited budgets, so every euro must work harder. Rather than chasing vanity metrics, we focus on activity that builds awareness, drives trial, supports distribution and encourages repeat purchase. From concept to execution, StoryBev delivers tailored support that helps brands make confident decisions, maximise investment and grow with purpose. In short, we help drinks brands tell better stories, reach the right audience and leave a lasting impression. |
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| PR Agency | Aspire PR & Marketing |
| Established | 2006 |
| Contact name | Ann-Marie Sheehan |
| Phone | 0872985569 |
| annmarie@aspire-pr.com | |
| Website | none |
| Social media | www.linkedin.com/in/ann-marie-sheehan-4250415/ |
| Client list | Radio Nova, Ireland’s Classic Hits Radio, European Motor Show, Schooldays.ie, Irish Writers Centre, Business & Finance, Dubco Ireland Credit Union, OFS Global Energy, M Kelly Interiors, City Education Group, Catalyst Media and Ireland INC
Previous clients include: Cully & Sully, The Butlers Pantry, Another Avenue, Clonmel Healthcare, Lifes2good, 3M, Inizio, Kianda Technologies, Komeer, |
| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| Over the past year, Aspire PR & Marketing has applied its strategic communications expertise to support consumer-facing brands in connecting meaningfully with their target audiences, particularly in a challenging retail environment shaped by the ongoing cost of living crisis and rising energy costs.
While our work spans multiple sectors, our experience with food and lifestyle brands over the past 20 years has given us valuable insight into the evolving expectations of today’s consumer. Shoppers are increasingly value-conscious, seeking quality, transparency, and authenticity from the brands they support. In response, we focus on delivering clear, compelling narratives that highlight not only product quality but also brand values from provenance and sustainability to affordability and convenience. We have worked with clients to refine their messaging, ensuring it resonates across both traditional media and digital platforms, while also supporting strong in-store and seasonal storytelling. We recognise that FMCG brands are under increasing pressure to justify price points and maintain loyalty in a competitive market. Aspire PR & Marketing supports this by securing targeted media coverage, developing strategic partnerships, and creating campaigns that keep brands front of mind with consumers. Looking ahead, we believe the role of PR in retail is more critical than ever, by helping brands to build trust, communicate value effectively, and remain agile in response to shifting consumer behaviours. |
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| PR Agency | FUEL, Ireland’s leading experience and entertainment group |
| Established | 2013 |
| Contact name | Shell Holden |
| Phone | 0861522200 |
| shell@fuelhq.ie | |
| Website | www.fuelhq.ie/ |
| Social media | www.linkedin.com/company/fuelhq/ |
| Client list | FUEL’s impressive client portfolio across brand experience, employee experience, content creation, marketing and PR includes leading brands such as Coca‑Cola, AIB, Universal Music, KPMG, Paramount Pictures, Guinness Storehouse, Meta, PayPal, Accenture, Google, and World Rugby amongst others. Alongside this, Shell leads all PR for FUEL’s festival portfolio which includes Beyond the Pale, Kaleidoscope, WellFest Dublin and Belfast.
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| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
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At FUEL, we turn moments into movements. We design experiences and campaigns to attract, connect, compound, and ensure brands don’t just land, but last. Our work spans national campaigns, large‑scale experiences and Ireland’s leading summer festivals, all with a clear focus to connect FMCG brands with the audiences that matter most. As Director of Marketing for WellFest, Beyond the Pale and Kaleidoscope, three of Ireland’s largest annual festivals, we help FMCG brands engage with highly motivated, experience‑driven audiences at scale. Through integrated PR, content and on‑site storytelling, we create opportunities for brands to land their message at moments of peak attention. The recent national launch of FIZZIQUE, co‑created by Irish wellness company SiSú and Olympic Champion Katie Taylor, further demonstrates our ability to shape and amplify FMCG narratives. We led the launch PR and media relations, content strategy, and exclusive invite‑only media event at FUEL’s Camden Street venue and studios. The result was widespread national coverage across print, broadcast and digital during the live event, and in the hours, days and weeks that followed. At FUEL, our work creates impact that endures, shaping how FMCG brands grow and scale over time. |
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| PR Agency | Walsh PR |
| Established | 1984 |
| Contact name | Maeve Governey |
| Phone | 0868057884 |
| maeve@walshpr.ie | |
| Website | www.walshpr.ie |
| Social media | @walshpr |
| Client list | FMCG: Flahavan’s, Golden Bake, Linwoods and Avonmore.
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| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| In today’s increasingly value-driven consumer climate, Walsh have adapted strategies to ensure FMCG brands remain relevant, trusted and connected to consumers’ everyday lives. As shoppers become increasingly cost conscious and less loyal to a single retailer, we have leaned into social platforms to deliver timely messaging around promotions, product news and value-led campaigns where audiences are already actively engaged.
A major focus this year has been authentic, creator-led and UGC-style content. We have worked closely with trusted creators and partners to develop content that feels genuine, relatable and native to the platforms consumers use daily. In an era where audiences are increasingly sceptical of overly polished advertising, this approach has helped brands build credibility, spark conversation and drive stronger engagement. We have also embraced AI across the agency to work smarter, faster and more creatively for our clients. AI has enhanced efficiencies across ideation, content development and trend analysis, allowing our teams to respond more quickly to cultural moments while freeing up time to focus on strategic thinking, creativity, relationships and the nuanced storytelling that delivers meaningful impact. Alongside this, we have continued to roll out strategic brand collaborations that maximise budgets and allow clients to cross-pollinate audiences in culturally relevant ways. Finally, experiential activity remains hugely important. By activating brands within communities such as run clubs and wellness spaces — environments where consumers are engaged, comfortable and receptive — we continue to drive product trial, advocacy and authentic word-of-mouth in a highly effective way. |
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| PR Agency | Legacy Communications |
| Established | Established in 2012 |
| Contact name | Niamh Hopkins |
| Phone | 086 877 6306 |
| Niamh@legacycommunications.com | |
| Website | https://legacycommunications.com/ |
| Social media | @legacy_comms |
| Client list | ALDI, PTSB, Energia, Laya, Amgen, Aviva, Pieta, Krispy Kreme, Department of Transport, Sambazon, AIG, BSH, KC Peaches, Yakult, WHOOP, Walkers, Vito Coco, Insomnia, Staycity, Tony’s Chocolonely, Heineken, Cash and Carry Kitchens, Screwfix, San Pellegrino, Stafford Lynch – Tabasco, Schwartz, Abbvie, Asics, Dog’s Trust, Naos, Dog’s Trust, Wriggle, Uniphar, Bytek.
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| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| Legacy Communications has continued to strengthen its reputation as a leading FMCG communications agency by delivering insight-led, integrated campaigns that help brands connect meaningfully with consumers across earned, digital and experiential channels. With a multidisciplinary team operating across five specialist divisions – including consumer and corporate communications, digital marketing, SEO and sponsorship – we create campaigns that combine strategic thinking with creative storytelling to deliver measurable commercial impact.
At the centre of our approach is a deep understanding of audience behaviour. Our Director of Creativity & Strategy works closely with divisional leads to ensure every campaign is informed by consumer insight, cultural relevance and channel-specific expertise. This enables us to create communications strategies that cut through crowded markets and build long-term brand affinity. Our consumer division has experienced significant growth in the FMCG sector, working with brands including ALDI, Krispy Kreme, Tony’s Chocolonely, Stafford Lynch (TABASCO, Walkers, Vita Coco San Pellegrino) and Heineken for Madri Excepcional. Across these partnerships, we have combined traditional PR with influencer engagement, social-first creative and experiential activations to drive both fame and help impact client’s business objectives. One standout example is our work supporting ALDI’s “It’s Not Complicated” platform. Working closely with ALDI and its wider agency partners, Legacy developed a creative PR strategy that reinforced the retailer’s reputation for straightforward, reliable value without gimmicks or unnecessary complexity. In the last year, we have contributed to ALDI’s PR reach of 980,632,224 – representing a 26.32% year-on-year increase. |
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| PR Agency | Jailbird Communications Ltd |
| Established | 2020 |
| Contact name | Julie Blakeney |
| Phone | 0863420794 |
| julie@hellojailbird.com | |
| Website | www.jailbird.ie |
| Social media | Instagram @hellojailbird TikTok JailbirdComms |
| Client list | HelloFresh, Bulmers, Corona, Insomnia Coffee, Brillo, BuzzBallz. |
| In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience? | |
| Over the past year, Jailbird Communications has consistently proven its ability to help FMCG brands cut through crowded markets and connect meaningfully with their target audiences through solid metrics and sales results. The agency has done this by combining sharp audience insight with culturally relevant storytelling, ensuring campaigns land with both impact and authenticity.
A key strength has been translating brand strategy into moments that feel native to consumers’ daily lives. Rather than relying on traditional tactics alone, Jailbird has leaned into a mix of influencer partnerships, social-first content, and earned media to drive both reach and credibility. This integrated approach allows FMCG clients to show up where their audiences already are, in formats they actively engage with. The team has also demonstrated a strong understanding of speed and relevance, critical in FMCG. Campaigns have been built to react to trends, seasonal moments, and shifting consumer behaviours, ensuring brands remain part of the conversation rather than trailing behind it. This agility has been particularly effective in driving awareness and trial for product launches and limited-edition releases and ‘always on’ influencer campaigns. Importantly, Jailbird has prioritised measurable outcomes. By aligning PR, social, and influencer activity with clear commercial objectives, whether that’s footfall, product sales, or brand consideration, the agency ensures its work delivers tangible value, not just visibility. Ultimately, the past year reflects a clear pattern, combining strategic thinking with creative execution to make FMCG brands not just seen, but remembered and acted upon. |
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Read more: Staying ahead of the competition
© 2026 ShelfLife by Donna Ahern
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