Background

Clonakilty Black Pudding is world-renowned — a staple in the legendary full Irish breakfast and featured in fine-dining restaurants globally. Born in the back room of a family butcher shop in Clonakilty, Co.Cork, the brand has deep Irish roots. However, as diets evolved and fewer people consumed traditional fry-ups, sales of Clonakilty Black and White pudding — along with sausages, rashers, and other fry-up staples — began to decline. Something had to be done to help this much-loved Irish food brand grow again.

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Insight

Clonakilty Black pudding isn’t just for breakfast. Globally, it’s being used in: Starters, Burgers, Pizzas, Lasagnes, Stir-fries and salads. Yet in Ireland, it remained pigeonholed as a breakfast item. Our insight? To grow the brand, we had to change how people thought about black pudding — expanding its usage and repositioning it as a flexible, everyday ingredient.

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Strategy

Our strategic direction was simple but bold:
Break Clonakilty black pudding free from the breakfast plate.

As a marketing and brand strategy agency with extensive experience in FMCG products, we set out to:

• Grow everyday usage occasions

• Challenge perceptions

• Inspire Irish home cooks to use Clonakilty black pudding in new, modern meals

We leaned into the brand’s Rebel County heritage to frame the campaign as a culinary rebellion.

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Execution

Our campaign encouraged creativity and experimentation with black pudding.

We delivered an integrated mix of:

• TV and Video Production

• Media Strategy and Buying

• Recipe-led video content

• Social media marketing (Instagram, Facebook, TikTok)

• Influencer partnerships and UGC (User Generated Content)

• In-store activations

From lasagnes to stir-fries, we showed how black pudding could do more — and taste great doing it.

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Results

• Increased product relevance beyond the breakfast table.

• Strong engagement and content sharing across social media.

• Positive media coverage highlighting versatility.

• Renewed interest among younger and urban audiences.

• Sales stabilisation and positive shifts in brand sentiment.

 

Conclusion

As a full-service creative agency, we help iconic Irish food brands adapt and thrive through: Insight-driven strategy, Bold creative ideas, digital, social and content execution. Whether it’s reinventing a classic or launching something new, we deliver work that connects with culture — and delivers commercial impact.

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Did you know….

The voice of “Mam” on the Alexa in the ad is none other than Collette Twomey, founder and CEO of Clonakilty.