Shamrock - National Children's Hospital Pancake Day

Baking ingredients brand Odlums, owned by Shamrock Foods, was looking for a way to promote its instant pancake mix around "Pancake Tuesday" (Shrove Tuesday) to Irish adults and children in order to compete with a recently-launched premium competitor and supermarkets' own-brand mixes.

Shamrock - National Children's Hospital Pancake Day

Agency name: Marketing Network Client name: Shamrock Category: Loyalty & Long-term Umbrella Campaigns

BACKGROUND

Odlums, an Irish company steeped in baking history and heritage, was looking for a vehicle to promote its instant pancake mix around “Pancake Tuesday” and bring the making of pancakes back to life amongst the Irish public.

With a limited budget, it is difficult to gain cut through both in store and through the media.

A number of supermarket groups had launched own brand mixes and Betty Crocker had launched their range with a TV...

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