Belfast Telegraph

Northern Ireland's sole oat miller rolls up with another award

By Rachel Martin

Northern Ireland's only oat miller has won the Chartered Institute of Marketing Ireland award for the best-integrated marketing and communications campaign.

The award is the latest of several won by Tandragee firm White's Oats in the past 12 months.

This year, the company also won prizes at the UK Great Taste Awards, Blas na hEireann, Irish National Food and Drink Awards, Irish Quality Food and Drink Awards and Ulster Grocer Awards for best new product launch.

Mark Gowdy, marketing manager at White's Oats, said: "This is an immensely important and encouraging award for our strategic and fully integrated marketing and communications campaign for the launch of our complete re-brand and packaging.

"Our award acknowledges the professionalism of our campaign and tremendous contribution by the team at White's Oats with Pearlfisher, our branding consultants."

The re-brand started two years ago, after market research found that many customers did not realise the brand had been established in the region since 1841.

Mr Gowdy said: "Our company takes longer to carry out the mill process and the milder climate and longer growing season here means our oats can also spend longer growing.

"The message we wanted to get across was that we take our time so that the consumer make the most of theirs. From this we came up with the strapline, 'Good days crafted by White's', which we used on our TV, radio and newspaper advertising."

The campaign resulted in a sales increase.

The CIMI Excellence Awards, now in their 15th year, aim to attract entries from businesses of all sizes, in all sectors in Northern Ireland and the Republic.

White's was founded in 1841 and employs 36 people producing branded and private label porridge products and oat snacks.

White's also supplies products to other manufacturers of breakfast cereals and has grown sales in export markets including the Republic, Netherlands, Spain, the US, Russia, United Arab Emirates, Malaysia, Hong Kong and China.

White's Oats is part of the Fane Valley Group of Armagh, Northern Ireland's biggest farmers' co-operative.

Belfast Telegraph