Key takeaway
Leveraging Event-Led Marketing for heritage brands to dominate the cultural conversation, achieving high-intent stakeholder engagement and National Media visibility through a blend of physical experience and digital content.
Strategist’s Insight – Valda Boardman
“For a brand like Manor Farm, 250 years of heritage is an enduring legacy. Our approach was to anchor that legacy in a modern, relevant setting. Bord Bia Bloom offered the ideal platform to bring together food, provenance and lifestyle. Every detail was considered to reinforce Manor Farm’s position as one of Ireland’s leading poultry brands.”
The Brief
Manor Farm, Ireland’s leading poultry processor, commissioned the group to spearhead their 250th Anniversary celebrations. The objective was to honour their 1775 roots while looking forward to their future under Scandi Standard. The brief required a curated experience for senior stakeholders, trade customers, and government officials, alongside a large-scale consumer awareness activation.
The Strategy
Our strategy focused on “Heritage in Bloom,” aligning the brand’s anniversary with Ireland’s premier outdoor lifestyle event.
Strategic Event Curation (VBPR):Designing a bespoke gala event at the Bord Bia Bloom Festival to provide a unique, high-prestige environment for B2B relationship building.
Symbolic Brand Activation:Partnering with award-winning designer Tünde Perry to create a “Manor Street” show garden, visually connecting the brand’s Cavan roots with its Dublin history.
Integrated Creative Ecosystem (Rage & Tilt):Developing a unified visual identity for the anniversary, supported by heritage-led digital content and a bespoke website section to capture and archive the brand’s legacy.
The Implementation
High-Stakes Stakeholder Engagement:Hosted senior leaders from Scandi Standard, media, and Government Ministers (including An Taoiseach) at the “Manor Street” garden to reinforce the brand’s economic and cultural importance.
Multi-Sensory Gala Production:Executed a “Magic and Music” themed dinner featuring Keith Barry and Phelim Drew, ensuring high “talkability” and long-term memory retention among trade partners.
CGI & Digital Content:Tilt produced rich, heritage-led social assets that bridged the gap between the physical event and the wider digital audience, ensuring the 250-year story reached 100% of the target demographic.
The Results
Silver Medal Recognition: The “Manor Street” garden earned a prestigious silver medal at Bloom, providing independent validation of the brand’s commitment to quality and aesthetics.
Unprecedented Stakeholder Sentiment: Achieved 100% positive feedback from internal and external stakeholders, strengthening B2B ties and trade confidence.
National Visibility: Successfully socialised Manor Farm’s 250-year milestone across mainstream media and digital platforms, cementing their status as a “Better Chicken for a Better Life.”
