McCormack Family Farms
Turning over a new leaf!
Highlights
➜ Managed and executed first ever PR campaign for family brand
➜ High-quality media placements secured
➜ Visual storytelling through photo & video content
The Brief
Established in 1984, McCormack Family Farms is a second-generation family farm based in Kiltale Co. Meath that produces award-winning salad leaves, edible flowers and herbs to Irish foodservice and retail outlets (private and white-label). McCormack’s is the only supplier of unwashed leaves in Ireland and prides itself on its quality standards & ‘honest leaves’ ethos. &Smyth were engaged to devise and execute a strategic communications campaign to support the launch of its new visual identity and sustainable packaging solution. As no formal campaign or media outreach had been undertaken by the business in advance of this, it was the perfect opportunity to tell the family-farm story across multiple channels.
The Approach
Prior to media outreach or drafting any brand messaging, &Smyth visited McCormack’s Farm and held a messaging session to gather its business story and refine key points. The output of this was used to form the basis for all of our activity which included media relations, social media, product drops and paid-for recipe collaborations with select recipe developers. A large aspect of this project included the creation of a suite of high-quality visual assets that would aid in telling the McCormack’s story. &Smyth devised the creative briefs and liaised with third-party providers to ensure a cohesive look & feel.
The Impact
This activation was successful with a series of high-quality media placements secured including The Sunday Interview in The Business Post newspaper. Visually stunning content was created for website and social channels which told the brand story, heroed the product range and provided recipe inspiration. Product drop placements to food writers and recipe developers were extremely high in quality demonstrating that recipients were interested in McCormack’s Farm and its product range.
