Our new client, DMC Foods, is crossing the Irish sea for the first time with its flagship ready meal brand, Fit Foods – and Pier is on hand to help it land with a fanfare!
We’ve been briefed by DMC Foods, through Irish Food Board, Bord Bia, to help secure awareness of Fit Foods with key customers through food trade PR and other strategic comms to support long-term UK growth ambitions. The range of protein rich meals landed in Morrisons this month.
Founded by the O’Leary family, and still family run today, DMC Foods is one of Ireland’s leading ready meal manufacturers, producing one in five ready meals consumed in the country. Its flagship brand, Fit Foods, has transformed the Irish ready meal market since 2014, shaking up the category with meals that deliver protein, flavour and convenience.
Gillian Clarke, Marketing Director at DMC Foods, commented: “Pier’s proven expertise in food and drink PR, combined with their strong track record working with leading brands, made them standout. Appointing our UK PR agency had to be a good culture fit for us too. We have found that in Pier, and are excited to be working together as Fit Foods takes the UK ready meals category by storm!”
Hitting the shelves of almost 300 Morrisons stores, Fit Foods’ range is built around familiar favourites done properly. From its Chicken Curry made with a chip shop–style curry sauce, to the Salt & Chilli Chicken, better known in Ireland as the legendary Spice Bag (recently crowned Ireland’s unofficial national dish), the meals are full of flavour, protein packed and ready to win over UK shoppers.
It’s a great fit for us as we’ve helped Irish brands make their mark in the UK before – and have a huge portfolio of work in the ready meals category. Thank you DMC and Bord Bia, we’re pleased as punch to be working together.
