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All Ireland Foods

Creating a social media strategy that delivers results

Client: All Ireland Foods

Year: 2025

Services:  Creative, Social Media Management, Social Media Strategy, Social Media Ads, Google Ads

 

Challenge

All Ireland Foods offers a curated range of Irish food products delivered locally and around the globe.

The brand needed to elevate awareness of its online store and drive website conversions, particularly from expats seeking a convenient taste of home.

Solution

We created a strong social media presence through organic posting and paid ads. We also boosted the visibility of the website through dual Google ads campaigns.

Social Media Redesign

There was already an existing Instagram account and Facebook page, but both had inconsistent posting and unclear branding, which limited their effectiveness in building a loyal audience or driving conversions.

We redesigned the social media feed with a more cohesive visual identity and tone of voice, ensuring that every post reflected the brand’s values and messaging.

This transformation ensured that the brand’s social presence not only looked more professional and appealing but also functioned as a key channel for community building and sales growth.

Social Media Campaigns  

We built a cohesive, high-performing marketing campaign across awareness, engagement, and conversion-based content to increase direct sales on the website while also building a community of engaged customers and potential customers.

How we did this:

Engagement & Community Building

  • Launched weekly interactive “Question of the Week” content on Stories, covering topics like snack preferences, crisp debates, and comfort food polls. These light-hearted, nostalgic themes drove consistent audience interaction.
  • Ran weekly engagement-driven feed posts such as “Your County, Your Irish Treat”, “How Do You Take Your Steak?”, “Guess This Product” and “Tayto v King Crisps”. These posts encouraged comments, shares and playful debate which helped to strengthen brand affinity and reach.

Producer Spotlight Profiles

  • Featured monthly profiles of local Irish producers (e.g. Skibbereen Foods, Wild Fuschia Bakehouse and Shines of Killybegs).
  • Each spotlight showcased authenticity of the brand and strengthened the trust in All Ireland Foods’ commitment to supporting Irish suppliers.

Brand-Focused Messaging

  • Regularly highlighted All Ireland Foods’ key USPs such as 100% Irish produce and global delivery.
  • This messaging aimed to convert highly engaged followers into customers by reinforcing the brand’s values alongside more playful and interactive posts.

Product-Focused Content

  • Shared weekly posts highlighting specific products or categories, from best-selling sausages and crisps to artisan producers like Maria Lucia Bakes.
  • The content style varied to keep the feed fresh and engaging, including “Best Sellers of the Month” posts, themed snack boxes under €20 and spotlighting seasonal produce like new-season Wexford potatoes.

Social Ads & Paid Media

  • We launched Meta dark ads optimised for conversions, targeting audiences most likely to purchase across multiple product categories.
  • We ran follower-growth campaigns to increase page audiences, building a larger base for organic engagement and remarketing.
  • High-performing engagement and product posts were boosted strategically to increase visibility, drive conversions and grow community interaction.

Dual Google Ads Campaigns

We executed a dual Google Ads strategy to capture high-intent search demand while also maximising brand visibility and reach.

Google Search Ads

  • Focused on core keywords such as “Irish food online”, “Irish hampers”, “Taste of Home” along with popular Irish brand searches like Tayto, Barry’s Tea, and Clonakilty.
  • This ensured All Ireland Foods appeared prominently in search results when customers were actively looking to purchase Irish products online.
  • Tailored ad copy highlighted key selling points, including: “Delivered Worldwide”, “Free Shipping in Ireland over €50” and “Top Irish Producers in One Place”
  • This approach helped capture ready-to-buy, high-intent customers and drove direct conversions.
 

Google Performance Max Ads

  • Deployed to expand reach beyond traditional search by leveraging Google’s full suite of placements.
  • Creative assets included strong headlines, engaging descriptions and high-quality product imagery.
  • The goal was to maximise impressions and brand awareness with potential customers who may not yet know All Ireland Foods but fit within these audience profiles.
 

Combined Impact

  • The combination of Search and Performance Max allowed us to:
  • Capture ready-to-purchase customers through keyword-driven Search Ads.
  • Build brand visibility at scale via Performance Max placements.
  • Drive a steady stream of traffic and conversions to the online store, balancing short-term results with long-term brand growth.

Outcome

The New Social Media Strategy & Campaigns:

  • Reinforced brand identity through consistent messaging, visuals and tone of voice across all channels.
  • Drove engagement with interactive posts that built an active, loyal community around the brand. Over 174,000 engagements with posts in Q2 2025
  • Supported conversions by running dark ads with strong creative assets and compelling CTAs, optimised for purchases and follower growth. The purchased dark ads had a ROI (return on investment) of 5x in Q2 2025.
  • Showcased the brand’s USPs, such as supporting local Irish producers and delivering worldwide to build trust and strengthen brand credibility. The social media content from Q2 2025 achieved almost 1,000,000 views across platforms.
  • Highlighted products regularly with fresh, varied content formats (bestsellers, producer spotlights, snack box challenges and seasonal promotions). There were almost 9,000 clicks onto the website from Meta ads in Q2 2025. 
 

Google Ads Campaign

  • Search Ads boosted visibility among high-intent audiences already searching for Irish food. This captured demand and drove direct conversions. The search ads achieved almost 10,000 impressions in Q2 2025 with over 500 clicks.
  • Performance Max Campaigns expanded visibility across Google, introducing the brand to new potential customers and maximising reach. The performance max ads achieved over 31,000 impressions with over 1,000 clicks.
  • Together, the dual strategy balanced demand capture (Search) with awareness and discovery (Performance Max), ensuring the brand reached both ready-to-buy customers and new audiences. Sales on the website were up 30% on 2024 in Q2 2025.

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