Case study · Lifestyle · Ireland · 2021
A farmer's oat drink, on the national menu.
Tullamore farmer Liam Lynam created Oat in the City during lockdown, a fresh oat drink made from Irish grown oats. Bannerton launched it nationally around its selection for Aldi stores countrywide through the Grow with Aldi programme.
pieces of coverage in under six weeks
national titles, including the Business Post and RTÉ Guide
midlands papers, plus a Midlands 103 interview
The challenge
A crowded aisle
The oat drink aisle belonged to international brands. A new Irish product from a midlands farm had a small budget and one big moment coming, its Aldi listing in June.
What we did
One product, five stories
We built the launch on what made the product different. It keeps the oats' natural fibre and protein and has almost no sugar, where most big brands are made from oat syrup. It also had a farmer's story behind it. We tailored the story for each audience, the farm for the farming press, the founder's business for the Business Post, health and taste for lifestyle titles, and a local success for the midlands papers and radio.
The farm was the story, the oats were the proof.
The results
From Tullamore, to every Aldi in Ireland.
May 2021
Launch coverage across Agriland, the Irish Farmers Journal, Shelflife, Food and Wine and every major midlands paper, with a Midlands 103 interview.
Jun 2021
The Business Post's Making It Work features the Aldi deal in print and online.
Jun 2021
RTÉ Guide, Stellar, Star Chic, the Irish Farmers Journal podcast and Irish Country Living.
Where Oat in the City was read
