Marketing bites

Alan Divney, managing director of Farmbake

Farmbake partners with Applegreen and Irish Independent for week long promotion - and other news for FMCG marketers - for the week 14/04/15 - 20/04/15


Brand Central

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20 April 2015

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Farmbake partners with Applegreen and Irish Independent for week long promotion

Farmbake, the Irish owned and family run cake business, has announced a week long promotion with Applegreen stores and the Irish Independent. From Monday, 20 April until Friday, 24 April, every customer who purchases a copy of the Irish Independent in any of the 94 Applegreen outlets nationwide will receive a free six pack of Farmbake Iced Madeira Cakes.The campaign will be supported by advertising in the Irish Independent.

For more information, visit or find Farmbake Ireland on Facebook or Twitter @FarmbakeIreland for opportunities to win prizes.

Cadbury Dairy Milk keeps families in the picture with Egg ‘n’ Spoon

Mondelez ran a strong family-orientated outdoor campaign for Cadbury in the build up to Easter, focusing on the Cadbury Dairy Milk Egg ‘n’ Spoon. In partnership with, Cadbury ran a competition in which families were asked to share their ‘Family Joy’ and send in family photos to Photos were then chosen at random and appeared on six sheet posters at bus shelters. The centrepiece of the campaign was a 240 sheet poster in Ranelagh; a collage of photos from over 40 families.

Maxol main sponsors of The Irish Maritime Festival 2015

Maxol has been confirmed as the main sponsor of this year’s Irish Maritime Festival, taking place in Drogheda from Friday-Sunday, June 19-21. The Irish Maritime Festival in association with Maxol will see the festival placed on an even stronger footing as a national event, with promotion across over 200 Maxol service stations as well as a strong presence on social media. Over 37,500 people of all ages visited the festival in 2014.

Ice cream sales up 50% as Lakeland Dairies secures Tesco contract

The recent fortnight of sunny weather has resulted in a 50% year on year uplift in ice cream sales and last week saw Tesco launch a new range of premium ice cream produced by Lakeland Dairies, a farmer owned dairy processing co-operative based in Killeshandra in Cavan. Lakeland Dairies has been supplying Tesco for three years and including the new ice cream range up to €1,000,000 worth of sales is forecast over the next year for Lakeland Dairies in Tesco stores across ice cream, milk and butter products.

Integrated solution for Junction 14 Mayfield

State-of-the-art forecourt Junction 14 Mayfield, established by Liam and Donal Fitzpatrick, recently upgraded its IT system in order to gain “a concise picture of how the business was performing across the different departments”, according to financial controller Fearghal Murray. The forecourt upgraded from Sage 50 to Sage 200 and selected Envisage Cloud to optimise the business and to provide consultation, installation, implementation, training and ongoing support services. Envisage Cloud has developed Connections, “a suite of software designed to help retail businesses like ours achieve maximum administration efficiencies by cutting out manual processes and duplication,” Murray added.

Marks & Spencer unveils new café at Grafton Street store

M&S Rooftop Café opened on Wednesday, 15 April at Marks & Spencer’s flagship store on Grafton Street, Dublin 2. The rooftop has undergone a complete refurbishment with a new décor, layout and menu. A key feature of the stylish eatery is the installation of booth seating for a more intimate atmosphere. It also incorporates a number of initiatives in line with Plan A, M&S’s ethical programme, such as FSC certified wood in the table tops. The 150-seat dining area offers alfresco dining, with a 30-seat roof-top terrace.



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