BORD BIA
Food & Drink
Awards
2015
CALL FOR ENTRIES
Growing the success of Irish food & horticulture
www.bordbia.ie/awards
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Bord
Bia Food & Drink Awards 2015
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Bord Bia
Food & Drink Awards
2015
How to
Enter
Overall Eligibility
Judging Process
Designed to celebrate success,
Bord Bia’s Food & Drink Awards
showcases excellence in our industry.
Go online to
www.bordbia.ie/awards
where you will find the
eight award categories.
• Companies must be in business for
a minimum of two fiscal years, with
a minimum turnover of €100,000.
• There will be four entries
per category shortlisted.
The Awards provide an unprecedented
opportunity for Irish Food and
Drink businesses to showcase their
achievements and win a coveted award.
Search for the relevant
award category, complete
your application form
and submit online.
There are eight categories to enter:
Branding Award
Consumer Insight Award
Digital Marketing Award
Entrepreneurial Award
Export Award
Innovation Award
Success at Home Award
Sustainability Award
The category winners
will be announced at the
Bord Bia Food & Drink
Awards Ceremony on the
evening of Thursday 12th
November 2015 at The
Mansion House, Dublin 2.
The guest speaker will be
Joe Schmidt, Irish Rugby
Team National Coach.
• The Awards are open to companies
that produce and market products and
to those who operate directly from
the Republic of Ireland. Products that
have been imported or rebranded
and repackaged are not eligible
to enter the Bord Bia Awards.
• Entrants must be either verified members
of Origin Green or have submitted a plan
to become a member of Origin Green.
• Where a Bord Bia Quality Assurance
Scheme exists (Bacon, Beef, Chicken,
Duck, Eggs, Fruit, Lamb, Pork, Turkey
and Vegetables) for the core product,
it must be Quality Assured.
• Companies may enter multiple
categories, but each entry must be
tailored to meet the criteria for the
specific category. Bord Bia reserves the
right to re-assign an entry to another
category if deemed more appropriate.
• Applications containing inadequate
financial details will not be accepted.
Closing date for
entries is Friday,
24th July 2015 at 5pm.
• As part of the judging process,
shortlisted companies will be
required to make a presentation to
the judges on Tuesday 22nd and
Wednesday 23rd September 2015.
• All information is treated as highly
confidential. Applications will only
be viewed by the judging committee
and Bord Bia Awards team.
• Shortlisted companies will be given the
opportunity to review information in
their profile before it is issued to media.
• The judges’ decisions are final.
The judging panel or Bord Bia will
not enter into correspondence
about why an entry has not been
shortlisted or selected as a winner.
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The Judges
Bord
Bia Food & Drink Awards 2015
Matt Dempsey
Helen King
Chairman,
The Agricultural Trust
Director Consumer Insight,
Bord Bia
Matt was editor of the
Irish Farmers Journal
for 25 years.
Joe Ballantyne
Martin Chilcott
Associate Director,
The Futures Company
Founder and CEO,
2degrees
Joe joined The Futures
Company in 2008, and
specialises in foresight
and innovation worldwide.
Much of his work focuses on using trends,
drivers and other futures insights to develop
future facing strategy and innovations.
2degrees manages
fully-linked collaboration
sustainable business
programmes for global
corporations such as Asda-Walmart,
Kingfisher Group, Unilever, Bord Bia,
GlaxoSmithKline, and the NexTrust.
He has a BA (Hons) in Social and Political
Sciences and an MPhil in Political Science
and Economics, both from the University
of Cambridge, and is a Fellow of the Royal
Society of Arts.
Martin has a MA from the University
of Cambridge.
Dr. Gordon R.
Campbell
Managing Director,
SPAR International
Gordon is responsible for
the worldwide development
and co-ordination of the
SPAR organisation, who’s total worldwide
retail sales reached €32 billion in 2014.
Under his leadership, SPAR has expanded
into Eastern Europe, Asia, Africa and the
Middle East.
Gordon has driven innovation in retailing and
distribution, resulting in the implementation
of best international practice in several
formats across 40 countries.
He has a PhD in Biochemistry from Trinity
College, Dublin.
Matt is Chairman of the National Newspapers
of Ireland, the Irish National Stud and
IdentiGEN. He is President of the RDS.
Matt is a member of the Board of the
National Gallery of Ireland.
He has been awarded an Honorary Degree
of Doctor of Science from University College
Dublin and was conferred with an Honorary
Doctorate (DLitt) from Harper Adams
University. Matt is a graduate in Agricultural
Science from UCD.
John Fanning
David Cotter
Country Manager,
P&G Ireland
David began his career at
Procter & Gamble in 1995,
working on the iconic Fairy
Liquid brand.
While based in Geneva, he led the Pringles
Global Franchise new product development
group. He was also Petcare EMEA
Commercial Director.
In 2011, David was appointed Country
Manager for P&G in Ireland. He is responsible
for the company’s total commercial and
marketing operations in Ireland across the
full portfolio of P&G brands.
He is a graduate of University College Cork.
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Chairman,
Bord Bia's Brand Forum
John Fanning is Chairman
of Bord Bia's Brand
Forum and lectures in
Branding and Marketing
Communications at the Smurfit Business
School.
He was previously Managing Director and
Chairman of McConnell's Advertising and
is a regular commentator on marketing
communications and branding in the national
and trade press. He is currently a member
of the Arts Council.
Gary Flynn
Director, UK & Ireland LCS
Google
Since joining Google in
2008 Gary has held a
number of key leadership
positions. He is currently
responsible for Google’s UK & Ireland Large
Customer Sales division. Gary’s role focuses
on helping customers unlock the full
potential of the internet.
Helen has worked with
many of Ireland’s new and
established food and drink
companies over the past
ten years, helping create, renovate and
build strong brands.
Backed up by a decade of client side
marketing planning expertise at Cadburys,
and a Masters in Economics from Trinity
College Dublin. She is renowned for a
dynamic consumer centred approach
and employing cutting edge research.
Helen’s work has been documented in
many talks and publications.
Martina McDonnell
Head of SMB Marketing,
EMEA, Facebook
Martina heads up
marketing for small and
medium business at
Facebook. She has over
20 years marketing experience in a variety of
senior roles. Most recently, she held the role
of Head of International Marketing for HSBC
Commercial Banking. Martina is passionate
about developing brand strategies driven
by consumer insights.
Heather Ann
McSharry
Heather Ann McSharry is
a non-executive director
on the Boards of Greencore
plc., CRH plc., Jazz
Pharmaceuticals plc. and is
Chairman of the Bank of Ireland Pension Fund
Trustee Board and a Council member of the
Institute of Directors.
Previously she was Managing Director Ireland
of Reckitt Benckiser, a leading global branded
healthcare and consumer products company.
She has a B.Comm and MBS from University
College Dublin.
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B R AN D
Branding
Award
Excellence in
brand creation and
transformation
”A product is something made in a factory;
a brand is something bought by a consumer.
A product can be copied by a competitor;
a brand is unique.
Consumer
Insight Award
In particular, judges will look for companies that
have used consumer insight and understanding
to develop brand strategies, that have delivered
strong emotional connections with the target
audience. This award is for a business that has
engaged in the process of building a strong
brand, that will ensure long term success.
The application should:
A product can be quickly outdated;
a brand is timeless”.
Outline the marketing strategies,
to include evidence of consumer
insight and understanding.
Stephen King, Developing New Products.
Define the point of difference / USP.
Successful brands require product excellence,
careful targeting of a demographic, behavioural
and attitudinally defined target group. It also
requires creative communication of a compelling
and distinctive story designed to position the
brand as distinct from the competition.
Explain the emotional connections
and brand affinity.
This category is open to both newly launched
and existing food and drink brands, which
have undergone repositioning or brand
extensions to capitalise on new opportunities
in the marketplace.
Demonstrate the consistency in the
application of brand communications.
AWARD CRITERIA
The Branding Award is for a company who
has developed brand marketing strategies
and has differentiated itself from competitors
by using creative marketing communications,
through a single channel or combination
of channels.
Provide supporting evidence
of increased awareness.
Note increase in sales, if applicable.
Show imaginative use of paid,
owned and earned media.
Outline how brand strength was enhanced,
e.g. increased brand attribute ratings
compared to competitors.
Explain how loyalty among customers /
consumers was generated.
Highlight KPI’S showing effectiveness
of campaigns.
Championing Consumer
Centred Marketing
”We don’t give lip service to consumer
understanding. We dig deep. We immerse
ourselves in people’s day-to-day lives.
We work hard to find the tensions that
we can help resolve. From these tensions
come insights that lead to big ideas”.
A.G. Lafley, CEO P&G & Roger Martin,
Playing to Win.
An insight has been described as a penetrating
discovery about consumers' underlying needs;
their behaviours, attitudes, usage and / or
motivations, which creates opportunities
for business growth.
Consumers should be at the heart of the
business. True consumer insights are reached
by asking 5W’s about consumers (who, what,
where, when and why). By discovering new
information about your consumer, brands have
the potential to unlock growth. Developing
deep, actionable consumer insights to inform
innovation and brand planning is critical to
success in the marketplace.
AWARD CRITERIA
This award is for companies that can
demonstrate how research and the identification
of consumer insight has led to an improved
or new understanding of the consumer in
a particular market or markets.
The judges will look for companies that have
developed and actioned consumer insights that
have informed their innovation and brand plans
brought to market.
The application should:
Identify the business opportunity and / or issue.
Define the marketing challenge.
Outline the research process and methodology.
Explain the new consumer understanding
and its relevance to your business.
Highlight the impact on business based on
the consumer insight, such as new markets
and / or new channels, product and / or
packaging reformulation, new marketing
communications strategies and campaigns,
including brand performance.
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Digital
Marketing
Award
Best in class online
marketing
“Give people the power to share and make
the world more open and connected”.
Mark Zuckerberg, Facebook.
Digital marketing has become an essential and
central part of the marketing agenda and in
world class organisations, it is a key enabler
to achieve the business strategy and support
the development and growth of brands.
The judges will look for companies that have
shown digital innovation in their marketing
planning and implementation. They will
consider brand owners who have successfully
connected with their audience via digital media
and thereby succeeded in building a better
brand and business.
AWARD CRITERIA
This category is open to any Irish food or
drink brand embracing digital marketing.
This award recognises excellence in
digital marketing.
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Entrepreneurial
Award
The application should:
Outline the marketing challenge faced
with reference to pre-campaign background,
market information, target customers and
competitive set.
Provide evidence of the consumer understanding
– such as behaviour, attitudes, motivations and
usage – that informed the marketing strategy.
Clarify the objectives of the
marketing campaign.
Indicate details of the components of the
campaign, including the different media
formats, channels, mobile responsive
elements etc.
Outline how the digital campaign was
integrated across platforms as part of
the marketing plan.
Indicate how engagement with stakeholders,
strategic partners, influencers, employees
and consumers was achieved.
Provide outline budget allocated.
Detail the results and impact of your campaign,
including reference to commercial achievements
and return on investment.
Note: Entries should provide live URL’s to the elements of
the campaign. Where this is no longer live the submission
should include online video and / or screen shots. If the
campaign was delivered through a microsite or mobile
app, the judges must be provided with access codes.
The drive, ambition, vision
and tenacity to succeed
“Risk more than others think is safe.
Dream more than others think is practical”.
Howard Schultz, CEO of Starbucks.
Entrepreneurs require commitment and
vision, whilst being risk takers to ensure
business growth.
Entrepreneurship and innovation are key drivers
of business success and the lifeblood of ensuring
a vibrant future economy for Ireland. To ensure
long term success, the food and drink industry
needs entrepreneurs to develop innovative
products of the future.
Unlike other categories, this award recognises
the individual or company who shows true
entrepreneurial flair. It rewards commitment,
leadership and self-belief, either to create a
new and successful business, or to radically
improve, or turn around, the performance
of an existing one.
AWARD CRITERIA
The award is open to companies with an
annual turnover in excess of €100,000,
who are in operation for a minimum of
two years but less than ten years.
Although this is a company award, submissions
should show how the individual first recognised
an opportunity to meet a consumer need and /
or demand in the marketplace.
The application should:
Detail how they successfully created,
launched and implemented a marketing
plan for future growth.
Highlight key skills such as resourcefulness.
Detail levels of employment provided
and community leadership.
Include a vision for the future and any
potential plans for business expansion.
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B R AN D
Export
Award
Irish Success Abroad
”Ireland has an enviable agricultural situation
that almost every other country would kill for.
It has abundant fertile land, lots of water and
miles of coast line all situated in close proximity
to a collection of 440 million affluent people”.
David Bell & Mary Shelman,
Pathways to Growth.
Irish food and drink exports have grown by 45%
since 2009 reaching €10.5 billion in 2014. With
five years of consecutive growth, Irish food and
drink producers have proven they can compete
and succeed in the international marketplace.
Ireland’s unique ‘green’ credentials are an asset
at a time when more and more of the world’s
affluent consumers are paying greater attention
to the source of the products they consume.
The Export Award recognises the outstanding
achievement of Irish food and drink companies
who continue to grow their business based on
strategic planning in overseas markets.
This category is open to companies who have
launched a product in a new market and / or,
who have increased exports in an existing
overseas market since 2013.
The judges will be looking for companies
with a strong track record in the export arena,
comprehensive export marketing planning, an
understanding of consumers in overseas markets
and the effective use of resources in growing
their business abroad.
Innovation
Award
AWARD CRITERIA
The company’s export sales must be at least
15% of total turnover.
The application should:
Provide a comprehensive marketing strategy dedicated
to growing exports in the period 2013/2014.
Demonstrate a comprehensive understanding of the
unique market conditions in the relevant territories
by proving an awareness of in-market category and
product analysis.
Detail how the marketing strategy was developed
to reflect local and / or regional market factors,
including channels, sales, distribution, (IT epos),
trade relations, language barriers and marketing
communications; to include reference to cultural
barriers and an overall understanding of target
customers / consumers.
Outline the rate of export sales and how the rate
has progressed over the past few years. Forecast
export growth in 2015 and 2016.
Share future plans for international markets
in 2016 and beyond.
Demonstrate the company commitment to
international business by detailing long-term
strategic growth plan for exporting to the market,
including details on where growth opportunities
will come from in the short, medium and long term.
Celebrating Creativity and
Breakthrough Innovation
The application should:
Outline the marketing research.
Provide a comprehensive marketing strategy.
”Innovation is not an option in a world of
fleeting advantages. Innovation is not a sideline,
innovation is not a senior executive hobby or
a passing fad. Innovation is a competency that
needs to be professionally built and managed”.
Rita Gunther McGrath,
The End of Competitive Advantage.
Continuous innovation is not only required
to keep up with the competition but is now
necessary to keep ahead of an increasingly
dynamic and international marketplace.
The Innovation Award is relevant to new
food and drink brands in the retail or
foodservice markets.
It is for a company that is thinking ahead,
is more outward looking and proactively
managing the changing consumer landscape.
The award is for a company that has focused
on the consumer in original ways and deliver
solutions that meet their evolving needs.
AWARD CRITERIA
Demonstrate how the new product(s)
meet consumer needs.
Case studies may refer to Bord Bia’s
Consumer Lifestyle Trends.
Busy lives - “I want help managing
and making the most of the time I have”
Shared experiences - “I’m seeking experiences
I can share with others, to enrich my daily life
and escape life’s pressures”
Responsible living - “I want to live more
responsibly and make better choices that make
a difference without having to compromise”
Health & wellbeing - “I want to achieve
a holistic approach to physical health
and emotional wellbeing”
Personal value seekers - “I’m willing to
spend money on the things that are valuable
to me, and am pursuing more creative ways
of getting what I want”
This award is open to companies that
have launched new food and drink
products in 2013/2014.
Keeping it real - “I am looking for products
and brands that have real, authentic and
honest origins”
The judges will be looking for evidence
that the introduction of new food and drink
brands clearly contributed to increased sales
and margins.
For further information on the
Consumer Lifestyle Trends,
www.bordbiaconsumerlifestyletrends.ie
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Success
at Home
Award
Celebrating growth in the
Irish market
“The strong recovery in economic activity looks
set to continue into 2015. The Irish economy
grew by over 5 per cent in 2014 and should see
unemployment rates falling by the end of 2015
to less than 10 per cent for the first time since
2008. We envisage continued contributions
from investment and consumption into 2015”.
ESRI, March 2015.
With a stabilising economy and rising consumer
sentiment, people are now looking to the future
with a renewed sense of optimism in the era
of a ‘new realism’. Post recession Irish shoppers
are more vigilant and increasingly resourceful.
They are willing to spend money on the things
that are valuable to them and are pursuing
more creative ways of getting what they want.
The Success at Home Award recognises Irish
food and drink companies who have adapted
and innovated in response to extreme challenges
in the Irish market. This challenge could have
been from private label, the repositioning of an
existing competitor or a new market entrant.
It may also be a result of a change in the
market environment and / or channel served.
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Sustainability
Award
AWARD CRITERIA
This award is for companies that have succeeded
in delivering on sales with new or existing
products, through effective marketing
strategies, with national or regional impact.
The application should:
Outline the challenge faced in the Irish market the new opportunity and / or adverse change.
Articulate the strategy response to
the challenge, including outline details
of the process and resources.
Explain the market and consumer
insight leveraged.
Describe the approach and execution adopted.
The dedicated marketing strategy for the Irish
market, including information on the business
growth that arose in 2013/14 as a result
of the strategy response.
Recognising Innovation
and impact in Corporate
Sustainability
”Having a deeper purpose to what we do
as people makes our lives more complete,
which is a tremendous force and motivator”.
Paul Polman, CEO Unilever.
Sustainability is a key factor in driving
the reputation of Ireland’s food, drink and
horticulture industry and delivering a market
preference for our products. Origin Green is a
national sustainability development programme
developed by Bord Bia to internationally
demonstrate the commitment of Irish food
and drink producers to operating sustainably.
It enables Ireland’s farmers and producers
to set and achieve measureable sustainability
targets- reducing environmental impact,
serving local communities more effectively
and protecting the extraordinary rich natural
resources that our country enjoys.
The Sustainability Award rewards companies
that have planned and executed significant
sustainability commitments in relation to
sourcing, resource efficiency, health & nutrition
and their contributions to their local community.
The judges are looking for companies that have
shown leadership in implementing the principles
of sustainable production and differentiate their
product offering through sound environmental,
economic and social criteria.
AWARD CRITERIA
This award is open to companies that are
verified member of Origin Green. This means:
• The company's sustainability plan
as approved by SGS.
• The sustainability plan is a minimum
of three years in duration.
• The company has committed to submitting
an Annual Progress Report to verify
advancement towards their targets.
• Relevant membership fees are paid.
The application should:
Provide a case study to highlight the company’s
commitments and approach to delivering
sustainable practices in their business.
Demonstrate business results achieved to
date based on commitment to Origin Green.
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The Awards Ceremony
Irish Rugby Team,
National Coach.
This event will incorporate Bord Bia’s
Annual Brand Forum Dinner.
The guest speaker for the awards
ceremony and dinner will be, Joe Schmidt,
Irish Rugby Team, National Coach.
Attended by 300 industry representatives,
this is the premier event for the Irish food
and drink industry.
This ceremony will celebrate success
and recognise the outstanding
achievements of the Irish food
and drink industry.
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Reasons to Enter
Joe Schmidt
The overall category winners will
be announced at the Bord Bia
Food & Drink Awards Ceremony,
on the evening of Thursday 12th
November 2015, at the Mansion
House, Dublin 2.
Bord Bia Food & Drink Awards 2015
Special Guest Speaker:
Joe Schmidt
Joe hails from New Zealand where he
successfully coached a number of rugby
teams including the Auckland Blues.
In 2007, he joined Top 14 side Clermont
Auvergne as assistant coach, where
he reached back to back league finals.
In 2010, Joe became head coach of
Leinster. Between 2010 and 2013,
Leinster won the Heineken Cup twice,
the Amlin Challenge Cup and
a Pro12 Title.
Appointed as Ireland head coach
at the start of the 2013/14 season,
the national team has won the RBS 6
Nations Championships in 2014 and 2015.
An English teacher by profession, Joe
is married to Kelly and has four children.
Publicity Tool Kit
Media Exposure
Positive publicity and recognition gained
sends a vote of confidence to clients,
consumers and the business community.
Both shortlisted companies and winners
will be promoted locally and nationally
in print, broadcast and online media,
including international trade publications.
Bord Bia will host a media day for all
shortlisted companies in October, during
which professional photographs of
products and personnel will be captured.
Company videos will also be produced.
Companies are free to use these materials
along with awards logo to identify
themselves as being a shortlisted
or winning company.
Shortlisted companies will receive
extensive profile at the awards ceremony.
Team Motivation
Being shortlisted and winning an award
will boost morale and motivate staff
by acknowledging the contribution
and achievements of the team.
Bord Bia
Food & Drink Awards
“
”
“
The award is an accolade which helps us,
time and time again, to establish our credentials
with customers at home and abroad. It sets
a standard for us which we are proud to
maintain as a Paganini business fundamental.
Barry Murphy,
M.D., Paganini
We were honoured to be recognised by
the 2013 Bord Bia Food and Drink Awards
for our commitment to sustainability. This
award was testament to the on-going work
of our sustainability teams across the business.
We are proud of the strides we have made thus
far on our Origin Green journey. This award
will continue to motivate us to push boundaries
to reach our 2020 targets.
”
Charlie Coakley,
Group Environmental Sustainability Manager,
Dawn
“
Glenmar Shellfish was honoured to be
the winner of the 2013 Export Award.
It provided our employees and partner
network with a sense of achievement
for many years of hard work in
developing our business all around
the world. But it will not keep us
from striving to achieve even more!
”
“
”
Juan Pablo Blanes,
Sales Manager, Glenmar Shellfish
It’s an honour to be recognised for
all the hard work that’s been put in
by everyone in the last number of years
and helps motivate us to do even better,
now and in the future!
David Keeling,
Managing Director, Keelings
Growing the success of Irish food & horticulture
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