McDonnells: How a dry curry sauce pasted the market

This case study describes how Boyne Valley, the owner of McDonnells Curry Sauce, transformed Ireland's iconic great product into a great brand solely through advertising.

McDonnells: How a dry curry sauce pasted the market

When Irish people think of curry - not kormas, tikka masalas or Thai reds, but Curry (Capital C)- what they are thinking of, whether they know it or not, is McDonnells Curry Sauce.

Curry Chips, or chips drowned in curry sauce, has been a mainstay of every Irish local town chip shop for nearly 40 years now.

Served at home with chicken and rice, it's the curry sauce that Irish people have been brought up on.

Up until recently, McDonnells had been the untroubled kingpin of the category (dry curry powder...

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