Irwin’s and tourism body push NI in GB

Ruth Sloan of Irwin's with Paul Rankin and David Boyce of Tourism Ireland
Ruth Sloan of Irwin's with Paul Rankin and David Boyce of Tourism Ireland

In support of the Year of Food 2016, Northern Ireland’s leading bakery Irwin’s has teamed up with Tourism Ireland to promote a ‘visit Northern Ireland’ message to consumers via an on-pack marketing campaign.

The on-pack campaign will incentivise shoppers across Great Britain to visit Northern Ireland for its food and famous hospitality, and will run on packs of the bakery’s award-winning Rankin Selection range of traditional Irish breads.

“This is a very exciting year and Irwin’s Bakery is delighted to partner with Tourism Ireland to promote Northern Ireland as a fantastic place to visit,” said marketing manager Colette Wilson.

“The Year of Food is a fantastic opportunity to celebrate the quality of our food and of course the warmth of our hospitality.

“At Irwin’s we are passionate about our baking heritage and reputation for producing traditional Irish breads, including the Rankin Selection range, made in conjunction with top chef Paul Rankin. Partnering with Tourism Ireland gives us a valuable opportunity to showcase the Rankin Selection product range and reinforce its authentic Irish heritage – as well as encouraging consumers to take the next step and visit Northern Ireland!”

David Boyce, Tourism Ireland’s deputy head of GB, said,

“Tourism Ireland is delighted to join forces once again with Paul Rankin for this special promotion to highlight Northern Ireland to potential holidaymakers in Great Britain. Northern Ireland is increasingly known for its excellent food offering, wonderful chefs and world-class restaurants, and we welcome this opportunity to promote Northern Ireland as a great food destination.”

The on pack competition, which will also run in the Republic of Ireland, is open until 15th May 2016 with five pairs of winners in with a chance of winning will two nights B&B in a 4 star hotel, one evening meal, return flights and a Belfast Food Tour.