Fall in Love with Fresh Produce with Irish Brand Keeling's

Keelings, the Irish-owned, third generation family business has invested in a brand refresh and new marketing tagline 'Love That Keelings Feeling' which is designed to inspire more people to fall in love with fresh produce. 

Keelings’ has partnered with creative agency THINKHOUSE to deliver on their vision and bring excitement to consumers. 

The energised marketing campaign which goes live on Monday 20th May will include new TV, and Radio, featuring iconic Irish group B*Witched and their infamous track C’est La Vie designed to bring fun and enjoyment to the category whilst focussing on the great taste of Keelings fresh produce. Consumers can pick up a punnet of their favourite Keelings products in store with a refreshed packaging look and feel from mid-May.

Jo Batty, sales and marketing director, Keelings Retail Ireland, said, “Keelings is an Irish brand, proud of its strong heritage, with almost 100 years of business in Ireland. This next stage of the brand’s journey was to build on its already well-established credentials, ensuring its relevance in today’s market with consumers. Taste and enjoyment are at the essence of all our campaigns moving forward as we continue to strive to inspire more people to enjoy fresh produce. 

Jane McDaid, founder and head of creative innovation, THINKHOUSE, said, “Keelings is the category leader in Ireland, and need to ensure they are remaining relevant in today’s ever changing market, driving excitement and innovation into the Produce category. We quickly concluded that the marketing investment fast food gets versus fresh produce is not only tenfold but supported by sophisticated and entertaining customer communication, making it no surprise we have a global challenge with healthy eating. We wanted to use the tricks and tactics of the fast food industry (taste-focused, transformation, sociability, fun, reward, music-led) and use the same powerful marketing techniques to help more people ‘fall in love with fresh fruit and produce’ to drive healthier choices in a fun way. Using B* Witched’s iconic ‘C'est La Vie’ for the ad campaign, alongside the refreshed  tagline of “Love That Keelings Feeling’ dials up the positive, transformational, sociable, rewarding feeling you get when you taste Keeling’s fresh produce; in the most Irish way possible.’ 

Keelings will feature at this year’s Bloom festival taking place 30th May – 2nd June in Phoenix Park with a retail stand selling seasonal fresh produce and a show garden including plants from their farms.