Bullseye Food Marketing is a world-class provider of marketing, training, and
specialist business development solutions custom-built for the food sector.
Ronan’s Seafoods is a family-owned seafood business located in New Ross, Co. Wexford. Having established a fine reputation for its excellent smoked salmon, owner, Kai Ronan recognised a gap in the market for a new range of high quality smoked seafood products.
Kai approached Bullseye for expert advice on how best to develop their brand image and packaging design.
We worked closely with Kai to identify the unique selling points of the range and to understand the key point of differentiation in a highly competitive market. The superior quality of the ingredients and the care taken in the traditional, hand-crafted techniques were key to the brand personality.
We set about researching and positioning and designing a totally new brand identity for the product range which we decided to call DUNCANNON SMOKEHOUSE.
The result is the timeless, sophisticated ‘Duncannon Smokehouse’ brand logo which cleverly combines the image of seafood fillets hanging on traditional “tender hooks” with the natural wood, which produces the smoke flavour.
EXPORTING TO THE UK & SWITZERLAND!
LISTED IN IRISH MULTIPLE!
THE COMPANY HAS MOVED FROM A COMMODITY TYPE PRODUCT TO AN ADDED VALUE BRAND!
Atlantis Seafoods are based in Wexford and are famous in Ireland for their range of fresh seafood for the foodservice sector. However they did not have a brand or a retail presence. With a genuine flair for innovation and new product development, Atlantis sought out the services of Bullseye to enable them to bring a new branded range of “value-added” prepared seafood products to the retail market.
We set about positioning and designing a totally new brand identity for the new product range which we called KILMORE QUAY!
We took the company’s uniquely modern and innovative approach to traditional fish dishes to create a fresh, simple brand identity which we designed to reflect their commitment to sourcing locally caught, Sustainable, Irish seafood with a convenient twist!
The new KILMORE QUAY brand identity is clean, simple, and modern and gives the consumer a clear awareness of the brand’s local Irish provenance.
Strong food photography and clear Unique Selling Points identified on the front of each pack are our signature.
We continue to work closely with Kilmore Quay to develop and implement a full marketing and promotional campaign which streamlines the contemporary brand identity by using a consistent “brand look” throughout. We have designed, developed and copy-written a new website, sales brochures, point of sale materials, and business livery.
The results of this project speak for themselves. Kilmore Quay has received national awards and critical acclaim for their brand innovation and taste appeal of their unique Seafood product range.
EXPORTING TO THE UK!
+200% Sales increase!
WINNER OF MOST INNOVATIVE SEAFOOD PRODUCT – IRISH FOOD AWARDS 2012!
LISTED IN ALL IRISH MULTIPLES!
NATIONAL DISTRIBUTION DEAL!
INCREASED WEB SITE TRAFFIC!
PR – Extensive press coverage on TV, Radio, & Press.
THE COMPANY HAS MOVED FROM A COMMODITY PRODUCT TO AN “ADDED VALUE “ BRAND !
Haven Bay Foods
Haven Bay Care Foods approached Bullseye in Jan 2012 with an idea to launch a range of added value ready meals with sea Vegetables in the recipes! At that stage it was just an idea!
We set about positioning and designing a totally new brand identity for this new product range which we decided to call KINSALE GOURMET!
Following extensive research and product concept testing, we realised that we needed to create a carefully balanced brand image which demonstrated the superior taste, authentic brand provenance, and communicated the unique health benefits of the Sea Vegetables.
We worked with Kinsale Gourmet to design, write and develop their full range of promotional material. The brand logo and theme of sophistication is carefully maintained throughout all materials to ensure consistency.
- Sales brochure
- Web site development
- Full business livery
- Point of sale materials
- PR campaigns
The result was a sophisticated black box with a window which evokes a sense of premium quality. The backdrop imagery of the Old Head of Kinsale lighthouse combined with natural black slate, professional food photography, and clear unique selling points, on the front of each box is our signature.
LISTED IN IRISH MULTIPLES!
EXPORTING TO THE UK!
NATIONAL DISTRIBUTION DEAL!
THE COMPANY WAS SUBSEQUENTLY SOLD IN 2014 ON THE STRENGTH OF THE BRAND CREATED BY BULLSEYE.
Drombeg is a totally new premium spirit created in Union Hall, Co. Cork using local spring water and local ingredients. Drombeg owners had identified a niche in the highly competitive drinks market and sought assistance from Bullseye to take it from concept stage to a recognisable Irish spirit brand.
The brand image was designed to reflect the premium, ‘small batch’, luxury product while incorporating the brand name which refers to Ireland’s oldest stone circle located near Union Hall and the heritage it invokes. The brand identity resonates the deep love and passion the company holds for the ancient art of whiskey distilling and the product’s 100% Irish origin.
Bullseye provided Drombeg with a full brand development and promotional service including Logo / Brand identity design, Pack design, Web site design & copy, Sales brochure design & copy, Business livery, Point of sale material and an extensive PR Campaign.
NATIONAL AND INTERNATIONAL DISTRIBUTION AGREEMENT!
Exporting to over 1 countries worldwide including the US, Canada, China, Russia, & UK!
Extensive media coverage nationally!
International recognition and endorsement from whiskey connoisseurs
SALES UP +64% YEAR ON YEAR!
Crossogue Preserves is a family-run business producing a range of Jams, Preserves, Chutneys, Curds & Marmalade using the finest fruits grown and picked in the grounds of Crossogue House in Co. Tipperary.
Crossogue came to Bullseye to develop a totally new brand identity for its core range of products to be relaunched. Bullseye developing a new “old world” brand image which would encapsulates the true personality of this artisan handmade brand.
Traditional recipes handed down through generations combined with ‘simplicity’ and superior ingredients were the foundation stones to developing the new brand identity.
Hand drawn ingredient Imagery was developed for the new packaging to communicate the simple, natural, handmade brand positioning. The new sketch drawing of the Crossogue country house gives the consumer an immediate sense of brand heritage and tradition. The ‘handwritten’ font style used in the product description evokes the careful, handmade, tender loving care, which goes into making each pot.
Exporting to the US and Europe!
Achieved NEW Irish Multiple Listing!
Achieve a national distribution agreement!
Conor Hyde founded Bullseye Food Marketing in 2001 to service a growing demand for expert, best practice, business development and marketing support for owner-managed SME food companies on an outsourced basis.
Conor has over twenty five years’ sales and marketing experience. He has held senior Marketing Manager positions with Golden Vale/Kerry and Dairygold Co-op. He has also successfully managed five of Ireland’s top 100 grocery brands including: Dairygold, EasiSingles, Galtee cheese, Golden Olive, and Charleville Cheese.
Conor has lectured in food marketing at University College Cork, IMI (Irish Management Institute), BIM (Bord Iascaigh Mhara / Irish Sea Fisheries Board), Teagasc (The Irish Agriculture and Food Development Authority), ICOS (Irish Co-operative Organisation Society), SKILLSNET, Údarás na Gaeltachta and LEADER Networks. He is also an approved business mentor with Bord Bia (Irish Food Board), Enterprise Ireland, the Local Enterprise Office LEO, BIM, and the Irish Exporters Association (IEA).
Over the past ten years Conor has worked directly as a food business consultant and mentor with over 300 Irish food companies. He was recently chosen as an expert consultant to appear on the RTÉ Television series ‘Higher Ground’ which assists rural entrepreneurs to start their own on-farm businesses.
Conor is a graduate off University College Cork and holds a B.Sc. (Hons) in Food Business. He is an active council member of the Marketing Institute of Ireland (URL: www.mii.ie)
Food Production Systems Consultantkoconnor@bullseye.ie
Kieran O’Connor is a Business Development and Production Systems consultant with Bullseye.
Kieran has over 17 years’ experience working in the Irish Food Industry, with 11 years senior food production management experience with companies such as Nestlé Ireland and Irish Pride Bakeries.
He has extensive experience working at all levels of food production from supervisor to factory manager where he held management responsibility for up to 100 employees. Kieran has delivered a wide range of multi-million Euro food investment projects from conception to completion.
He also has extensive experience of working in the areas of food logistics systems and the design and implementation of distribution and warehousing facilities that address the specific needs of the food sector.
Communication & PR Consultantdkelly@bullseye.ie
David has a background in broadcast journalism, media production, public relations, event planning as well as corporate communication and public affairs.
He has worked in a wide range of corporate communication, political communication and broadcast journalism roles and brings extensive experience of local, national and international media organisations. David has in-depth knowledge of public policy and the food sector coupled with specialist professional writing and media production skills and many years of experience working in both traditional and online communication.
A graduate of UCC (University College Cork), David holds a B.Sc. in Government and Public Policy and postgraduate qualifications in Public Affairs and Political Communication from DIT (Dublin Institute of Technology).
David is a full member of the Public Relations Institute of Ireland (MPRII).