Spotlight on our new Consumer Campaigns
Our new consumer campaigns are brightening up the dull February days
Our Consumer Marketing and Brand teams have had a busy start to 2026, with a suite of exciting campaigns hitting the market across Avonmore Protein Milk, Soup and Super Milk. Here’s a quick look at what’s new, what’s returning and the great work happening behind the scenes to bring these campaigns to life.
And don’t forget to enter our Soup competition to be in with a chance of winning a €250 North Face voucher!
Avonmore Protein Milk: “For Every Move”
Our Protein Milk team has kicked off the year with a bold new direction – one that opens the brand up to everyone, not just gym‑goers. “For Every Move” celebrates movement in all its forms, reminding people that high‑quality protein supports every part of daily life, from workouts to workdays. This new platform reflects the shift in consumer behaviour, as protein becomes part of mainstream everyday nutrition. To bring this message to life, the teams have delivered one of our strongest media plans to date, spanning Outdoor formats, Video on Demand, National and digital radio, Social and Shopper marketing. The campaign runs from January to mid‑February and will return in April to support the launch of our first 2026 Protein Milk NPD. Huge credit to the cross‑functional teams who helped redefine the brand direction and deliver this high‑impact launch.
Avonmore Soup: Bringing Comfort to a Cold February
February can be a challenging month for households – short days, tight budgets and the post-holiday slump. But it’s also peak season for soup, making it the perfect moment for our teams to launch the brand new “Soup It” campaign. Developed to give the category a fresh, friendly and uplifting voice, “Soup It” invites consumers to turn life’s everyday annoyances into a moment of warm comfort.
Your Chance To Win with Avonmore
For the first time in years, people feature prominently in our creative, adding warmth, personality and a cosy sense of escapism (including the much talked about vegetable beanbag!).
The campaign launched across outdoor, social, audio and in-store touchpoints nationwide, thanks to fantastic collaboration across our Brand, Creative, Media and In Store Activation teams.
To celebrate, we’re giving away a €250 North Face voucher to help keep one lucky colleague warm this winter. To enter, simply answer: Name one flavour in the Avonmore Soup range.
Avonmore Super Milk: 90% of Us Still Need That Vitamin D Boost
Q1 also marks the return of our impactful Avonmore Super Milk “90%” campaign, reminding consumers that 90% of people in Ireland don’t get enough Vitamin D from food alone (FSAI Report, 2023).
The campaign highlights Super Milk as a simple, everyday way to increase Vitamin D intake and support bone and immune health during the long, low light winter months.
You’ll see the message amplified across heavyweight outdoor formats, including 96 sheets and digital galleries, bus rears and T sides, national and local radio, digital audio, social and in-store activation.
Running from late January to mid-March, this familiar yet powerful campaign continues to be a key driver of brand awareness during the darkest time of the year.
A huge thank you to everyone across Marketing, Insights, Brand, Media, Digital, Category and our wider cross‑functional partners who helped bring these campaigns to life. Launching three major consumer initiatives at once is no small feat and it’s your creativity, collaboration and relentless commitment that make it possible. Your hard work ensures our brands continue to show up with impact in busy categories and challenging seasons – and it’s something we should all be incredibly proud of. Well done to all involved!
