Barry Group Shortlisted for 2011 Marketing Awards
March 22nd, 2011
Organised by the Marketing Institute of Ireland, the awards are designed to promote excellence and best practice across integrated marketing campaigns. The key objective of the awards is to highlight the positive impact creative marketing initiatives can have on a company’s bottom line.
Following the acquisition of the Carry Out Off-Licence franchise in 2009, Barry Group undertook a strategic review of the business and the brand. Following the review, it was agreed that brand awareness needed to grow significantly, particularly reaching out to new target audiences. Research indicated that the brand needed to strenghten its profile and positioning, especially among females.
Barry Group immediately took steps to address the issues outlined by the review, including implementing a dynamic advertising strategy, using both online and traditional media. The company also signed up to sponsor a task on TV3’s hugely successful programme, The Apprentice, and delivered a fully integrated marketing campaign to support the sponsorship.
A new website was launched to coincide with the airing of the sponsored task, and a week long radio advertising campaign rolled out following the show. More than 600,000 people viewed the Barry Group’s Apprentice slot when it aired. The website had more than 5,000 visits on the night of the show and into the following day.
Jim Barry, Managing Director, Barry Group expressed his delight at being shortlisted for this year’s All Ireland Marketing Awards. “This is an incredible achievement for our business, particularly for our marketing team to create and implement such a successful communication strategy for our Carry Out Off-Licence business. I’m absolutely delighted and honoured that Barry Group has been recognised by the judging panel this year”.
Established in 1955, Barry Group has grown to be one of Ireland’s leading wholesale distribution companies. Barry Group employs 240 people at its company headquarters in Upper Quartertown, Mallow, Co. Cork. It operates 240 franchises under the Costcutter, Carry Out, BuyLo and Quik Pick brands. Barry Group also trades internationally in more than 15 countries.
Last month, Barry Group was awarded the Ulster Bank ‘Munster’ Business Achievers Award 2011 and will now progress to the national competition stage. More recently, the company was listed as a winner in the ‘Great Place To Work’ 2011, and winner of the ‘Living Ethcis’ award. The company is proud to hold a Deloitte ‘Best Managed’ accolade and the ‘Excellence Through People’ Platinum Standard Award. Barry Group holds the Stonehouse ‘Depot of the Year’ Gold Award and Managing Director, Jim Barry, was a finalist in the Ernst & Young ‘Entrepreneur of the Year 2010’.
The winners of this year’s All Ireland Marketing Awards will be announced at a Gala Awards Ceremony on May 12th at the Burlington Hotel, Dublin.