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 & 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.’

Shane Kenna, Creative Director, THINKHOUSE, commented: "As a B Corp certified company, THINKHOUSE is immensely proud to partner with Keelings to inspire more people, both locally and internationally, to fall in love with fresh fruit and veg. Our innovative platform, Love that Keelings Feeling, is poised to become a beacon of joy and connection, amplifying the brand's visibility and popularity. This rebranding endeavour is not only about celebrating the taste and enjoyment of fresh produce but also about solidifying Keelings as a beloved Irish cultural brand on the global stage. We're very excited for our vision and our new TVC to be shared with all."

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.

ABOUT KEELINGS

Keelings is an Irish-owned, third-generation family business, growing fruit in north county Dublin for almost 100 years. The company continues to grow, source and distribute the highest quality, freshest and tastiest produce for everyone to enjoy. With over 3,000 hectares of land farmed across Ireland, Costa Rica and Brazil, Keeling’s global operations now supply over 1000 customers across 30 countries worldwide. Headquartered in Dublin, the group has 11 unique business units, operating across 13 production sites in 7 different countries. Keelings employ over 2,700 employees from 58 nationalities, who are guided by the company vision to inspire more people to enjoy fresh produce.

ABOUT THINKHOUSE

THINKHOUSE is *one of the world’s leading independent agencies. Powered by youth culture, its digital-first, future-fit marketing is for progressive brands that care about people and planet. THINKHOUSE is a B Corp certified company, reaffirming its goal to put the planet and purpose at the heart of everything it does. The agency delivers through the line strategy creative, communications, production and design services and this case study is a demonstration of that integrated service in action.