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Irwin's Bakery teams up with Tourism NI for top picnic search

NI Year of Food and Drink

Posted by Tourism NI

Published June 13, 2016


A competition to find Northern Ireland’s ultimate picnic spot has been launched by a leading bakery in association with Tourism NI.

Irwin's Bakery teams up with Tourism NI for top picnic search

Six months into the Year of Food and Drink, Irwin’s Bakery has consolidated its partnership with Tourism NI by joining forces on the project which seeks to find NI’s Best Picnic Spot using Irwin’s Softee or Nutty Krust sandwiches and which will showcase our stunning landscapes.

The public are being invited to take photos of their favourite sandwiches in their top picnic spots with a host of family hotel breaks and visitor attraction passes offered as prizes. Four finalists will be chosen for #irwinsbestpicnic which will then go to a public vote to decide the overall winner.

The campaign will be rolled out on outdoor media, radio and promoted posts on social media. The competition will also be printed on the product packs. Irwin’s Bakery Nutty Krust and Softee are ranked at two and five in the large bread market in Northern Ireland which accounts for 93 per cent of the market so offers excellent coverage for NI Year of Food and Drink.

Colette Wilson, Head of Marketing, Irwin's Bakery said: “Through the ‘Best NI Picnic’ campaign we want to celebrate the Year of Food and Drink and capitalise on the burgeoning tourism market and growth of our iconic bread ranges, Nutty Krust and Softee, which have seen a significant sales growth year on year. The campaign will not only uncover the top picnic spot, but also the best sandwich to enjoy while you’re there.”

Eimear Callaghan, Marketing Officer, Tourism Northern Ireland added: “Tourism NI is delighted to support Irwin’s Best NI Picnic competition in this exciting year celebrating our unique food heritage. We produce some of the world’s finest and freshest ingredients and along with our stunning landscapes and coastline, we are spoilt for choice with picnic locations. We look forward to seeing the entries.”

With prizes recruited from industry the hotels providing the family breaks are White Horse Best Western Plus Hotel, Roe Park Resort, Beech Hill Country House Hotel, Clayton Hotel, Belfast and Ballygally Castle Hotel.

For more details click here.

CAPTION: Pictured at the launch of Irwin’s ‘Best NI Picnic’ is Colette Wilson, Head of Marketing, Irwin’s Bakery and Eimear Callaghan, Marketing Officer, Tourism Northern Ireland along with brother and sister Conall (age 6) and Clodagh Wilson (age 8)


Posted by Tourism NI

Produced by Tourism NI