
CLONAKILTY - BE A REBEL



Be a rebel.
Breaking the Breakfast Barrier | Irish Food Brand Case Study
Clonakilty
First Big Campaign
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.
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.
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:
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Grow everyday usage occasions
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Challenge perceptions
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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.
Execution
Our campaign encouraged creativity and experimentation with black pudding.
We delivered an integrated mix of:
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TV and Video Production
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Media Strategy and Buying
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Recipe-led video content
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Social media marketing (Instagram, Facebook, TikTok)
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Influencer partnerships and UGC (User Generated Content)
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In-store activations
From lasagnes to stir-fries, we showed how black pudding could do more — and taste great doing it.
Results
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Increased product relevance beyond the breakfast table.
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Strong engagement and content sharing across social media.
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Positive media coverage highlighting versatility.
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Renewed interest among younger and urban audiences.
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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.
Did you know….
The voice of “Mam” on the Alexa in the ad is none other than Collette Twomey, founder and CEO of Clonakilty.