Freshly baked thinking

Family owned, Irwin’s is Northern Ireland’s leading independent plant bakery. From horse and cart deliveries in its early days, the company has been baking bread in NI for over 100 years and now exports as far afield as the Middle East and China, having developed bespoke ranges of traditional products which draw on its unique Irish heritage.
Morrow Communications has a long-standing relationship with Irwin’s and manages both corporate and consumer communications strategies for its brands. These include Irwin’s, Rankin Selection – the top selling, award-winning Irish bread range made in conjunction with Paul Rankin, and Howell’s Irwin’s artisan biscuits and cakes brand.

  • Nutty-Krust-100-years-baking-1
  • NK1
  • soda2
  • zoo

As well as ensuring PR activity is aligned with sales strategy, Morrow advises on thought leadership and expert positioning, as well as handling all new product launches, sponsorship opportunities and leveraging partnerships. Morrows also devise and execute large-scale campaigns which are tactical, consumer focused and reach out to widespread audiences during key trading periods. Most notable are the award-winning campaigns themed around St Patrick’s Day, of which ‘Proud to be Pat’ was an outright success, bringing a world record number of Patricks and Patricias together at one time in Trafalgar Square.
An integrated approach means Morrow can draw on many strands of in-house expertise – AV, events, digital media and advertising – in order to fulfil Irwin’s communications requirements. However, underpinning all of Morrow’s activities is one clear goal – to drive sales of Irwin’s products across NI, RoI and GB.

  • Brian-and-Niall-Irwin-NEW-LOGO
  • IrishBatch_01
  • Irwin's-Bagels-3
  • Irwin's-Softee-1

Our Partners