ConnectGreen, an Irish tech start-up based in Cork, offers an AI-powered platform that allows Irish farmers and landowners to participate in the carbon credit marketplace reliably and verifiably. This platform connects businesses with Irish landowners to leverage carbon credit benefits.

Our media strategy for ConnectGreen included tailored communications to emphasise financial benefits for farmers and seamless integration for businesses. We leaned into the sustainability positioning of the ConnectGreen offering: land that is contracted under a medium to long-term carbon or biodiversity credit agreement must remain in its natural state with no development allowed. Additionally, we promoted the advantages of connecting Irish companies with Irish landowners for carbon credit investments, contrasting this with less verifiable schemes in distant locations.

After finalising key messages, we created a media strategy targeting businesses and farmers across Ireland. This included a launch press release, photography, and a media list focusing on agriculture, tech, sustainability, and business sectors. Cullen Communications also provided media skills training to two of the key spokespeople from ConnectGreen in preparation for media interviews.

The campaign resulted in 18 pieces of coverage, including radio, national and regional news outlets and agricultural titles, reaching a potential audience of 25.9 million. The coverage also included a company profile piece in the business section of the Irish Times under the banner of ‘New Technology Innovators’.

Our efforts on this campaign were recognised at the PRGN Awards 2024, where we took home silver for Product and Services Launch.

European leader and third largest distributor of workplace products and solutions, Lyreco operates in 25 countries globally. We worked with the Lyreco UK & Ireland team on an integrated campaign to announce the opening of their new facilities in Dublin.

The Lyreco Ireland facility launch provided an opportunity for the brand to target the B2B industry across public and private sectors in addition to highlighting their Lyreco Goodness CSR objectives. Our team worked with our client, developing an integrated campaign with objectives focused on – brand awareness; lead generation; growing website traffic; CSR and local community activations; increasing customer opt-ins to email; growing product sales and social media followers. 

With a lead-time of only eight weeks, we worked across our team’s expertise developing a core communications and marketing plan and timeline that centred on targeting Lyreco’s target audience. This work generated successful outputs across earned, owned, shared and paid media.

Applegreen is a major Irish petrol forecourt retailer with a significant and growing presence in the UK, and an evolving presence in the US. A vital, and increasing focus of Applegreen’s communication strategy revolves around the company’s sustainability vision and strategy to stakeholders including media, customers, and employees.

We developed BioDive, a five-month campaign that highlighted the importance of Irish Biodiversity for current and future generations. The key would be interactivity – getting as many schools, teachers, students and families as possible involved and encouraging them to participate by collecting stickers at their local Applegreen outlet.

To enhance the credibility of the campaign, we secured a high-profile BioDive ambassador in Éanna Ní Lamhna, a recognised expert in biodiversity, who fronted all communications and marketing activity including radio and PR. All messaging linked back to Applegreen’s Drive Change strategy, reinforcing the company’s environmental credentials wherever possible.

With participation limited to 124 schools (one school per Applegreen outlet), phase one took place during the first half of 2022, with Spa National School in Tralee winning the top prize of a biodiversity garden worth €10,000 completing our BioDive activity.

‘Good Grub’ is a not-for-profit established during the first wave of COVID-19 that set out to deliver fresh food to the families of disadvantaged schoolkids who normally got their breakfast and lunch at school. As part of our agency’s ‘Be the Good’ initiative, we volunteered to work with Good Grub on a pro-bono basis, providing PR support to generate media coverage and help reach the initial target of €100K to deliver food for as long as possible.

We developed a PR strategy focussed on media and community relations, influencer outreach and digital support. The strategy included developing clear messages to achieve cut-through during an extremely busy news agenda. We issued a national launch release and followed up with successive milestone releases – first target reached, second target set, appeal going nationwide, etc. We engaged extensively with influencers to help spread the word and worked continuously on media outreach to secure broadcast interviews with the Good Grub team.

In total, Good Grub has distributed 125,000+ fresh food packs to the families of disadvantaged children around Ireland. Good Grub still needs your help! You can make a donation, however small, to Good Grub here. 

Cullen Communications worked with our client Office Depot to announce a new delivery service aimed at reducing waste, improving efficiencies and reducing environmental impact for customers. 

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In 2015, ‘Row A-Round Ireland’ saw a team of 20 amateur rowers circumnavigate the island of Ireland – a perilous voyage of some 1,000 nautical miles – to raise much-needed awareness and funds for Cystic Fibrosis Ireland. The campaign was supported by Cullen Communications as part of the agency’s 30th anniversary celebrations.

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