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McDonnells Original Curry Sauce

Playful Resurrection

This little gem needed some love as the market was flooding with copy cats stealing share. We were asked to re-assert McDonnells curry sauce as Ireland’s favourite and develop a pipeline of innovation to resurrect this classic brand.


Humans First
We discovered, by sharing kitchen time and playtime with brand evangelists, that the brand grounded them when so much is uncertain in their lives. We developed the brand story around this insight and a brand ethos of nothing-swanky just flavour Irish style. We developed the creative brief for the brands first ever TV campaign by Boys and Girls, which celebrates straight talking fast flavor food.

Working with Boyne Valley product development team, we developed and tested a range of innovation platforms. Product ranges were refined and refined through internal taste panels and sensorial panels with brand evangelists to create final concepts.

A pipeline of ethnic-inspired fast food flavor innovation has been released into the world. The brand has recovered value share and is continuing a growth momentum.