Key takeaway
A two-tiered influencer strategy Earned vs. Paid, when synchronised with National Media buying, can achieve an exceptional 80% conversion rate for FMCG product launches by aligning high-reach brand awareness with “bottom-of-funnel” peer recommendations.
Strategist’s Insight – Veronica Colombo
“Donnelly Fresh has a legendary reputation in Smithfield, but for the ‘ready-to-eat’ launch, we had to pivot from farming to convenience.
Our strategy used a 2-tiered influencer approach to target specific personas, from busy parents to city professionals. By placing the product in real-life picnic and lunch-on-the-go contexts, we transformed a vegetable grower into a modern deli brand, driving an incredible 80% conversion in-store.”
The Brief
As one of Ireland’s premier vegetable growers, donnelly fresh supplies natural produce to retailers nationwide. To meet the demands of modern, time-pressed consumers, they launched a vibrant new range of branded sides, salads, and deli fillers. The objective was to build on previous brand equity while driving immediate sales and awareness for the new range specifically within Tesco stores.
The Strategy
Our strategy focused on Persona-Driven Amplification and Multi-Channel Saturation.
2-Tiered Influencer Framework:Deploying a mix of paid high-reach ambassadors and earned micro-influencers to showcase the “fun and flavour” of the new range across diverse audience segments.
National Authority Building:Partnering with Independent Newspapers for a broadsheet print campaign to establish credible, high-intent visibility among traditional grocery shoppers.
Localised Frequency:Utilising a radio promotion with Spin 103.8 to capture the Dublin youth and “food-to-go” demographic during peak transit hours.
Contextual Creative:Focusing on the “Picnic” and “Quick Lunch” motifs to align with seasonal consumer habits and immediate consumption needs.
The Implementation
Integrated Launch Execution:Synchronised the digital push with physical retail availability, ensuring that “Online Hype” translated directly into “In-Store Purchase.”
Persona Tailoring:Carefully selected influencers (e.g., @fooddunneright, @clionaoconnor_) whose audiences mirrored the key “Fresh & Convenient” buyer profiles.
Retailer Alignment:Focused communication efforts specifically on the Tesco launch to maximise the impact of the listing and secure long-term shelf presence.
The Results
80% Conversion Rate: An industry-leading performance metric, demonstrating the effectiveness of the targeted influencer selection.
295,000 Total Reach: Significant digital visibility across key Irish consumer demographics.
National Reach: Combined digital success with mass-market radio and print coverage, ensuring Donnelly Fresh became a top-of-mind choice for the summer deli category.
