Work

The energised marketing campaign which went live on Monday 20th May included 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 focusing 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.

RESULTS

To date, the campaign has delivered a 3.3% increase in market share and a 38.5% sales uplift. The brand has also jumped 20 places in Checkout's Top 100 brands 2025 from number 41 to number 21 - the biggest jump in this year's list. The Checkout Top 100 Brands is based on branded value sales across the Irish grocery sector, making it the most accurate barometer of the biggest-selling brands in the marketplace.