Bord Bia asked us to work with James Whelan & Sons a fifth generation family butcher and farming business. The ambitious owner Pat Whelan wanted to expand their retail footprint into Dublin and grow internationally through an on-line offering.
At the heart of this project was category disruption from butcher shop to meat couture making meat shopping and eating a more joyous experience.
We spent time on the land, in the abattoir, the kitchen and in the store with owner and innovator Pat Whelan. We met his people, his customers and his family.
We developed a brand story that celebrated the simple joys of life. This process included a two day immersion in London experiencing powerful retail experiences across many categories. We co-created the store experience brief and consulted on agency selection for store and packaging.
The project outputs inspired a change of strategy. A partnership with Avoca was born which brought James Whelan craft butcher store into Avoca food markets – this was a game changer for the business in terms of brand awareness and growth.
The business was shortlisted for two Awards at the Bord Bia Food and Drink Awards – The Branding Award and Online Champion Award which it was awarded.
From Beef bonds to books to Wagyu beef the business continues to innovate and thrive joyously!