Legacy Communications has launched a new campaign for ALDI Ireland, revealing ALDI’s beloved Katie the Carrot as the Irish women’s rugby team’s Chief Luck Officer (C.L.O.). The digitally led, playful campaign is steered by a video content series and brings to life ALDI’s latest sponsorship marketing activity with the IRFU.
Developed in collaboration with Legacy Communications and with The Coop handling production, the campaign blends humour, heart and national pride to rally support from fans across Ireland.
The campaign stars ALDI brand ambassadors and Ireland internationals Linda Djougang and Béibhinn Parsons, along with former Ireland captain Fiona Coghlan, who all work together to bring motivation, spirit and a little extra luck to the team.
Over the coming weeks, the campaign, which spans across match day, in-store, print, digital, social and PR will show Katie the Carrot working round the clock to motivate the players, boost morale and keep spirits high – spreading the luck of the Irish right when it’s needed most! Thankfully, Katie will have the team’s official mascot Kevin the Carrot by her side for support, but wants fans at home to play their part, too.
The films will run across social, display and in-store screens in the lead-up to and during the upcoming tournament in England, encouraging fans to join in the fun and show their support.
Speaking about the appointment of Katie the Carrot as Chief Luck Officer, Béibhinn Parsons, ALDI ambassador and Ireland international said: “I am delighted about Katie the Carrot’s appointment as Chief Luck Officer. As we prepare to take on the best teams in the world, it’s great to know that Katie will be there to bring the luck of the Irish. It’s shaping up to be a brilliant month for women’s rugby and we hope the entire country will get behind us!”
ALDI’s commitment to women’s rugby extends beyond match day. As the Official Fresh Food Partner to Irish Rugby, ALDI supports the ALDI Play Rugby programme, which has seen a 54% surge in girls’ participation over the past three years, with girls now representing almost half (48%) of all players in the programme.
-ENDS-
Credits
Agency & Creative Idea: Legacy Communications
Production: The Coop
Director: Conor O’Donovan
Client: ALDI Ireland
Marketing Director: Louise Cassidy
Lead Client / Sponsorship Manager: Joe Mooney
For more information on Katie the Carrot’s new role, keep your eyes on @ALDI_Ireland and @irishrugby socials. Good luck, Katie – and good luck, Ireland!
