N. Ireland readies food campaign

Invest Northern Ireland (INI) has taken on its first PR agencies to promote the region's food throughout NI, the Republic of Ireland and England.

Kavanagh Communications will target UK and RoI grocery trade titles, farming journals and national media, while Shauna Magill Marketing & Commu­nications will target similar titles in NI. Both will promote INI's specialist food division, which launched in September (PRWeek, 15 September).

INI is responsible for the economic development of NI and is funded by the department of Enterprise, Trade and Investment. It currently has more than 200 NI-based firms as members and says the agency hires mark the launch of a central news service for its member companies.

Members that believe their products or processes are potentially newsworthy will now be able to contact the body, which will ­instruct the two PR firms to try to win coverage on their behalf.

The initiative is particu­larly for small, innovative companies whose marketing budgets are limited, but which have potential for growth.

INI food division director Maynard Mawhinney said: ‘The service will help develop good news ­stories and seek to get them in relevant publications, increasing awareness of the company and what the entire Northern Ireland food industry has to offer in terms of quality, wholesome and innovative products.'

Fees are undisclosed.

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