Certified Irish Angus
Raised with Pride and Certified
Highlights
➜ “Best Covid Communications Campaign” in Guild of Agri Journalism Awards 2020
➜ Increased brand awareness through successful long-term communications strategy
➜ Increase in number of entries into Certified Irish Angus School’s Competition
The Brief
Certified Irish Angus is Ireland’s largest beef producer group and has been an expert in Angus beef production for 25 years. Certified Irish Angus boasts a committed, passionate community of over 10,000 farmers, supported by its partners ABP Ireland and Kepak Group. Certified Irish Angus was the first organisation to certify Angus beef in Ireland and has perfected a system of certification since 1997. The Certified Irish Angus school’s competition is one of Ireland’s most esteemed second-level competitions. It takes place year-round to educate students about the care and attention required to produce quality beef and encourages them to choose a career in the agri-food industry.
The Approach
Our team has worked as the communications partner for Certified Irish Angus since 2017. This involves creating a comprehensive year-round strategy including the ongoing management of its social media channels and website. In recent years, we also managed the communications activity for a major rebrand for the organisation which included the development of a new website and social media strategy designed to better communicate the unique certification process at the heart of Certified Irish Angus. We also manage the communications activity for the Certified Irish Angus school’s competition - the brand’s largest campaign - which requires year-round communications support including strategy, media relations, content creation and project management.
The Impact
Working in partnership with the brand and its partners, we have executed a strong communications strategy to successfully position Certified Irish Angus as one of Ireland’s leading and most impactful producer groups. We have successfully grown its social media following and traffic to the Certified Irish Angus website through the development of interesting and engaging content. Extensive nationwide and regional media relations activity, coupled with a strong social media campaign has helped to grow entries into the school’s competition year on year. Our team also received ‘Best Covid Communications Campaign’ in the Guild of Agri Journalists Awards for our Certified Irish Angus repositioning campaign.
Certified Irish Angus