Two strong Tirlán brands are exemplifying what our core value really means

When two of Tirlán’s most recognisable brands come together, the result is more than just a promotion – it’s a powerful example of collaboration in action.

A new campaign between Avonmore Milk and Tirlán CountryLife offers customers the chance to win a €2,500 garden makeover, bringing together the everyday moments enjoyed in Irish homes with the outdoor spaces where families gather and grow.

The on-pack promotion will run across Avonmore Fresh and Light Milk cartons for a 6-week period and will see one lucky person win a €2,500 garden makeover – including a suite of garden furniture, a BBQ, €1,000 to spend on plants and expert consultations with Tirlán CountryLife horticulturists.

Behind the collaboration are two leaders who saw an opportunity to connect the strengths of their brands – Mandy Hennebry, Director of Consumer Domestic and Ann Meaney, Chief Marketing & Customer Experience Officer.

Together, they explain how the idea came to life, why it makes sense for both brands and how it reflects Tirlán’s commitment to collaborating for success.

A natural collaboration

For both teams, the idea came from recognising the natural alignment between their brands.
Ann explains that the collaboration quickly felt like a logical step.

“Both brands are deeply connected to Irish homes and Irish agriculture,” she says. “When we started discussing ways to work together, it became clear that there was a real opportunity to create something that would bring value not only to customers, but also to both teams within Tirlán.”

Mandy agrees, noting that the partnership allowed both brands to leverage their strengths.

“It was about using the power of our brands to create something meaningful. By working together, we were able to build a promotion that benefits customers while also strengthening the connection between two divisions within the Tirlán business.”

Why the partnership works

From an Avonmore perspective, the collaboration offers a chance to deliver a compelling and engaging promotion for consumers while reinforcing the brand’s heritage.

“Avonmore has always had deep roots within Tirlán and within Irish farming,” Mandy says. “This campaign allows us to celebrate that connection, while offering something genuinely valuable and relevant for consumers.”

For Tirlán CountryLife, partnering with a well-known household name like Avonmore brings a different advantage.

“Avonmore is one of the most trusted and recognised brands in Ireland,” Ann explains. “Working together allows us to tap into that incredible awareness across Irish households and supermarkets, while introducing more people to the expertise and experience available within our Tirlán CountryLife garden centres.”

More than a typical promotion

While on-pack promotions are nothing new in retail marketing, Mandy believes this campaign stands apart because of the collaboration behind it.

“What makes it unique is that it brings together two strong Irish brands within the Tirlán family,” she says.
“It’s also a great example of how retail presence and authentic brand storytelling can work together,” Mandy adds. “It’s not just about a prize – it’s about connecting different parts of our customers’ lives.”

The excitement of working together

For both Ann and Mandy, one of the most rewarding parts of the campaign has been seeing different areas of the Tirlán business collaborate.

“It’s exciting to see two parts of the organisation come together with a shared goal,” Ann says. “We’re celebrating the same roots in Irish agriculture and community.”

Mandy agrees that the collaboration highlights the potential that exists across the organisation.

“When teams connect and start exploring ideas together, new opportunities naturally emerge. This campaign shows what’s possible when we combine our strengths.”

Bringing ‘Collaborate for Success’ to life

The campaign also reflects one of Tirlán’s core pillars – Collaborate for Success.

For Ann and Mandy, the project is a practical demonstration of what that value looks like in action.

“It’s about teams across Tirlán working together with a win–win mindset,” Mandy explains. “We all share the same goal, creating added value for customers while supporting each other’s growth.”

Ann believes collaborations like this can inspire even more cross-team innovation.

“When people stay curious about different parts of the business, it opens the door to new ideas,” she says. “This campaign shows how collaboration can unlock opportunities that benefit everyone – our teams, our brands and most importantly, our customers.”

In bringing together the trusted presence of Avonmore in Irish homes with the gardening expertise of Tirlán CountryLife, the campaign demonstrates the strength of the wider Tirlán family – and what can happen when its teams collaborate for success.

For more inspiration, expert advice and everything you need for your garden and home, visit one of the 15 Tirlán CountryLife garden centres nationwide or shop with us 24/7 at countrylife.ie – and don’t forget Tirlán staff can enjoy 15% off with their staff discount.