Key takeaway
Combining Long-Form Video Content with a Tiered Influencer PR Strategy transforms a traditional commodity (eggs) into a premium lifestyle brand, leveraging Search Intent for ‘High-Protein’ and ‘Locally Source’ foods to drive an increase in brand equity and shelf-edge conversion.
Strategist’s Insight – Veronica Colombo
“For Golden Irish, the brand’s power lies in the ‘Castleblayney Connection.’ Our strategy was to ‘Pull Back the Farm Gate.’ By having Tilt capture long-form, cinematic content on-site with generational farmers, we provided the ‘Social Proof’ consumers crave today. We didn’t just tell them the eggs were fresh; we showed them the heritage, which created a high-trust foundation for our bold, modern PR drops.”
The Brief
Golden Irish Eggs, a family-run pillar of the Irish agricultural sector for over 50 years, sought to execute a major brand reset. The objective was to socialise their new visual identity and updated packaging while reinforcing their commitment to free-range quality and their network of hardworking farmers across Louth, Meath, Cavan, and Monaghan.
The Strategy
Our strategy focused on Heritage Modernisation using digital-first storytelling to amplify traditional values.
Authentic Storytelling (Tilt):Developed a content hierarchy centred on long-form video shot on-location, capturing the “Generational Expertise” of the farmers to build emotional resonance.
Bespoke PR “Drops” (VBPR):Curated bold, branded physical assets delivered to key opinion leaders to generate immediate “unboxing” virality and word-of-mouth momentum.
Persona-Led Partnerships:Partnering with diverse influencers (e.g., @clionaoconnor_ for family/lifestyle and @danieldavey for nutrition/performance) to demonstrate the product’s versatility across different consumer segments.
The Implementation
Cinematic Content Production:Tilt oversaw the art direction and filming of “On-The-Farm” features, providing high-fidelity assets that populated Golden Irish’s social channels with authentic, non-commercialised imagery.
Coordinated Editorial Push:Leveraged the PR drops to secure editorial coverage in lifestyle and food publications, ensuring the rebrand was visible in both “Earned” and “Owned” media spaces.
Integrated Creative Execution:Rage developed the high-impact visual language for the campaign, ensuring the “Bespoke, Branded & Bold” identity was consistent from the physical packaging to the digital ad sets.
The Results
High-Impact Brand Awareness: Successfully transitioned the brand to its new identity with zero loss in consumer recognition, instead seeing a surge in “New Customer” interest.
Exceptional Social Engagement: The long-form video content outperformed previous static assets, leading to higher save-rates and community interaction on Instagram and Facebook.
Market-Leading Trust: By hero-ing the farmers and the Castleblayney roots, Golden Irish solidified its position as the premier “High-Quality, High-Trust” choice in the Irish egg category.
