Following the acquisition of the Carry Out Off-Licence franchise in 2009, Barry Group undertook a strategic review of the business and the brand. Firstly, a strategic media plan was designed to challenge the existing market leaders. It was agreed that Carry Out’s brand-awareness needed to grow significantly, reaching out to new target audiences, particularly females. Secondly, development of an online advertising strategy and a tailored website was agreed and thirdly, potential key sponsorship opportunities were identified.
Barry Group immediately took steps to implement the three-pronged marketing strategy including the rolling out of a dynamic advertising campaign using both online and traditional media. The company also signed up to sponsor a task on TV3’s The Apprentice and delivered a fully-integrated marketing campaign to support the sponsorship.
A new online connoisseur club, ‘Taste It’, was launched to coincide with the airing of the sponsored task and a week-long radio advertising campaign was rolled out following the show. More than 600,000 people viewed Barry Group’s Apprentice slot when it aired and ‘Taste It’ had more than 5,000 visits on the night of the show and into the following day.
The winners of this year’s Awards were announced at a Gala Awards Ceremony on May 12th at the Burlington Hotel, Dublin.