Archive for the ‘Communications’ Category

Don’t be a Monkey…Personalise!!

November 30, 2017

Monkey 2

I just received an email with an attachment from a firm of Accountants – instead of having their desired reaction and me reading it, I felt compelled to use the same amount of time and actually write a blog post that someone might feel is useful.

The body of the email read:

Dear All,

Attached please find our Newsletter which we trust will be of interest to you.

Should you have any queries regarding the attached, please do not hesitate to contact us.

Yours sincerely,

(Not signed by anyone)

Ok…some email marketing tips if want to have any chance of success.

Dear All

This is insulting and pointless. You have my email address and you more than likely have my name. There is a much bigger chance of me reading it if you personalise it.

Attached please find our Newsletter which we trust will be of interest to you

Jesus, make some attempt at talking to me instead of opening with “attached”.

By the way, the trust part is just silly..

Should you have any queries regarding the attached, please do not hesitate to contact us.

The only query I have is why you are sending out such a pointless newsletter that is just making you look bad instead of the opposite.

Yours sincerely,

How can it be sincere when you haven’t used my name and you haven’t used yours. It’s lazy, not sincere.

Use E-Marketing Software

The big tip is to use simple, low cost, easy to use, easy to customise Email Marketing software that makes all of the above really easy to do.

  1. You can design really nice looking e-newsletters without too much trouble
  2. You can easily personalise the emails to each individual
  3. There are no attachments so it won’t get blocked by some servers
  4. It will tell you how many people opened it and who they are
  5. It will tell you how many clicked the links to your website and who
  6. It lets people unsubscribe easily by just clicking a button

We use a really great service called Mailchimp for our client campaigns – It’s easy to use and quite economical.

Think!!

My last tip, and probably the biggest one of all is to take just 30 seconds and think about the person you are sending it to – how would they feel if they got a generic, cold, patronising email?

There is no doubt that they would have put a lot of time and effort into this newsletter, but instead of it doing a positive job for them, it actually does the opposite.

What’s worse is that most of the recipients will either be clients, prospects or business connections.

Something we always say to clients is…Never write a cheque to make yourself look bad!

Rant over..

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

Protection for (or from) Whistleblowers!

November 29, 2017

Protecting the Whistleblower

Frances Fitzgerald, the Tanaiste has resigned “for the sake of the country“..

Leo Varadkar, the Taoiseach has thanked her, for her service and has declared that it is a shame that a good woman who has done nothing wrong has resigned..

Fianna Faíl have got their way and they will quietly sit in the wings waiting, waiting, waiting until the perfect moment to pull that trigger.  They exercised their power in a big, public gesture and won this power battle..

Noel Waters, Secretary-General of the Department of Justice has decided to take early retirement and he is angry about the witch hunt against the organisation that he has been in charge of..

Noírín O’Sullivan, the Garda Commissioner, who was publicly supported by the Government retired in September (after her holidays!)..

A devious, nasty campaign against Maurice McCabe, the Garda Whistleblower, Parking Fines, Breath Tests – the whole thing is a shambles, a debacle of monumental proportions and yet at this moment in time no one is saying sorry and no one seems to be doing anything to sort anything out.

One of the critical instruments of the State, our police force, is totally out of control and no one is taking any responsibility – “I did nothing wrong“…The problem is that you did nothing!!!

But, phew..the crisis has been averted for now and there will be no General Election this side of Christmas – we can all get on with our shopping.

But..what about the Whistleblower??

Somewhere in the mix, the whole point of all of this seems to have gone over everyone’s heads.

What about Maurice McCabe??

Have we heard anyone in authority saying (in a manner that we believe them) that we will not put up with any corruption in our State organisations as it will not be tolerated and any whistleblower will get all of our protection?

Have we heard anyone apologising publicly to Maurice McCabe?

Instead we have listened to horrendous stories of legal strategies against him and “it wasn’t in my jurisdiction to interfere“.

In this country we have legislation that was enacted in 2014 to protect Whistleblowers.

The Protected Disclosures Act 2014 aims to protect people who raise concerns about possible wrongdoing in the workplace. The Act, which came into effect on 15 July 2014. It provides for redress for employees who are dismissed or otherwise penalised for having reported possible wrongdoing in the workplace. 

Some of the detail:

(from the Citizens Information Board website)

Under the Act, you make a protected disclosure if you are a worker and you disclose relevant information in a particular way.

Information is relevant if it came to your attention in connection with your work and you reasonably believe that it tends to show wrongdoing.

This wrongdoing may be occurring or suspected to be occurring either inside or outside of the country. Even if the information is proved to be incorrect, you are still protected by the Act provided you had a reasonable belief in the information.

Wrongdoing is widely defined in the Act and includes the commission of criminal offences, failure to comply with legal obligations, endangering the health and safety of individuals, damaging the environment, miscarriage of justice, misuse of public funds, and oppressive, discriminatory, grossly negligent or grossly mismanaged acts or omissions by a public body.

The definition also includes the concealment or destruction of information about any of the above wrongdoing.

The Act gives people anonymity, it describes how people should go about making a Protected Disclosure and it outlines how the Employer must act when presented with a disclosure.

All of this sounds great in practice, and there will be a poor sod who actually believes it and goes about reporting something they feel morally bound to do!! (Ssssh..if he/she was a friend or work colleague of yours what would you whisper in their ear?).

The Big Question?

So, taking the whole recent circus into account, lets be really honest here for a moment.

If you were in the scenario, working for a State body and who felt strongly about some bad crap or “wrongdoing” that was going on where you worked what would you do?

I’m guessing you would either shut up and say nothing (and perpetuate the problem) or just leave.

We have all learnt a big lesson – don’t complain!!

This is a wonderful country..

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

Stop playing politics

October 30, 2017

Jeff Flake speech

In the earlier part of my career as an accountant I used to hear people talk about “Being Political” and naively I never quite got what it meant.

Did it mean being sneaky, being dishonest, playing silly buggers instead of just doing your job?

I never quite got it, and I did think that, if it did exist it was something that happened in large organisations or literally in politics, where it sadly seemed to be a necessary part of that game.

As far as I was concerned. as long as I worked hard I would get ahead and there was no reason for me to believe that I needed to act otherwise.

I worked hard in a busy accountancy and management consultants office and progressed well. I worked hard in an American subsidiary of a multinational and progressed well. I worked hard in a subsidiary of Guinness and progressed well and I found myself promoted to the role of General Manager at the age of 28.

I could see “politics” happening externally around me but it was still a case of, work hard and you will always progress.

I then took up a role with the fantastic Guinness company in Dublin and six months later I discovered that my ‘hard work’ previously effective instrument was no longer sufficient to progress – I had to learn how to play politics to get on!

I never quite cracked this skill and while I had a fantastic time working at St.James Gate I can quite honestly admit that I never fulfilled my potential, even though I did learn a lot and make some contribution to the business.

I guess I was never the type that was suited to playing games and I guess this is why I was always suited to entrepreneurship, where you make your own bed and lie in it.

What does “being political” actually mean?

Being apolitical refers to situations in which people take an unbiased position in regard to a political matter.

I guess if you are being political it means you give up on your own views and principles, you take positions on things that are not yours to stay in some sort of favour with others, for some other benefit (a promotion, a raise maybe?).

Once this creeps in, as I saw in Guinness you never get to see all of the potential of the people there. Many will leave frustrated and those that stay will be the ones who are good at surviving in that environment. A lot of positive energy gets suppressed and the business never performs at the level that was possible.

At a certain point it is accepted that “this is the norm” and something bad creeps in forever.

Republican Senator Jeff Flake

I watched the speech last week given by Senator Jeff Flake of the Republican Party in the United States whereby he was declaring that he was ‘turning his back‘ on politics and not running again.

He used the words “the new normal” and how we must not let what is happening now become ‘the new normal‘.

If you listen to the content of his speech it is very interesting and quite sad with some very basic points, which illuminate how bad things have become when you ‘play politics‘ at the very highest level with the dangerous potential of affecting the whole world.

There are times when you must risk your career in favour of your principles” – the opposite is a scary place to be. Who are we if we don’t follow principles – do you want that person working with you?

We are all complicit when we don’t stand up when we know wrong things are happening” – this should be something basic you would want in everyone you work with.

The flagrant disregard for truth and decency“`- the new norm?

The reckless provocations, most often for the pettiest and most personal reasons” – the schoolyard bully?

Heaven help us if this is politics as usual” – this feels like a huge cry for help and something higher to intervene

Reckless, outrageous and undignified behaviour has become excused as telling it as it is” – politics in all its glory

When this come from the top it is something else, it is dangerous to democracy

Our strength comes from our values” – the most powerful statement of all.

It is often said that children are watching” – We are setting an awful example for the next generation

Remaining silent and failing to act in fear of making enemies is dishonouring our principles” – Yep!

I think you get the idea…

If you want your business to flourish then be proactive about creating a culture that brings out the very best of people. and one where no one is afraid of speaking their mind in fear of the consequences.

Stop playing politics…

Well done to Jeff Flake for standing up to the biggest bully of them all, potentially the most powerful and most dangerous man in the world today, Donald Trump.

Check out the full speech by Jeff Flake, which already many are considering to be one of the most important of our age.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

 

 

Decency, Manners, Legends and Losers

October 19, 2017

Legends and Losers

I met him in a hotel in Dublin one morning to discuss the possibility of working together on a few projects – our service offerings didn’t overlap but they could be combined making a powerful package for clients.

When I got there he had already arrived and had his laptop open and was sipping on a water.

I ordered a coffee and another as we chatted for quite a while making sure that we both understood each other’s offerings so we could best explore how to package the combined service.

He seemed like an ok guy and besides the work we actually did, we spent some time chatting about our teams, what motivates us and our general philosophy about business.

All was going well and after about two hours of in-depth discussions it was time to wrap up our meeting.

I went to pay and I asked him what he had ordered so I could pay for him as well “Don’t worry about me he said, all I had was tap water” he said.

An alarm bell went off in my head and a thought struck me …You miserable thing, sitting in their premises for hours, using their WiFi, using their space and having the audacity to order something for free!!

You had no problem taking from them without giving anything back, not even a tip to the waiter.

I paid my bill shook his hand and thanked him for his time and made a flash decision that I never wanted to do business with him as instinctively something felt wrong to me. To this day I have never contacted him again.

Was this me being stupid, unreasonable and quite dumb, walking away from a business opportunity because of what I perceived as a gesture of meanness?

I always look for decency and common courtesy in people – do they hold a door, let someone else go first, acknowledge the waiter, behave respectively to the receptionist, offer to pay?

In business do the personal traits of the people you deal with matter, as long as they are good at what they do – isn’t this the most important thing?

Legends and Losers

I was listening to another brilliant podcast by Christopher Lockhead and in this particular episode he was chatting about decency and character and ‘purpose before profit‘. When I heard the conversation it made me think of the meeting I had with my ‘tap water’ friend.

In this show he spoke about a business contact that he had met for lunch and how he distrusted him because of the lousy tip that he had left for the staff even though there was no issue with the meal. For him this was an important warning sign.

He mentioned the importance of good character in people as he found from his vast experience that ‘these people’ would always end up leaving you down when the going got tough and you needed them most.

Always listen to the signs – they rarely let you down!

Check out the fantastic and inspirational podcast series Legends and Losers  where Chris has the most captivating dialogue with business leaders each week.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

Two sides of the “Change” coin

October 1, 2017

TakeoverWe were about to board a flight and I bumped into someone we knew as we joined the queue for the plane.

The company where he worked, quite a large and successful international business had just been taken over by another large business.

I was curious as to the changes that had occurred since the takeover and the impact this had on the people working there, the culture, the shift in values and direction and the resulting effect on morale.

He was thrilled with the changes – in his view the business was a lot more focused, there was now a strong performance management system in place and as a result this meant recognition, rewards and opportunities for the hard working individuals who were achieving.

He went on to explain that before the changes things tended to be more relaxed and rewards were shared equally across the business with top performers and poor performers all treated the same. Some bad habits has crept in and this was demotivating for many of the employees who had joined the business in the last few years.

The changes were great!

two sides of the same coin

When I took my seat on the plane I ended sitting next to someone from the neighborhood. Up until now our interactions never got past a friendly wave and chit chat about the weather as we walked our respective dogs.

On the hour’s flight the chat eventually came around to where we worked and it turned out that she was working for the same company as the person I met as I boarded.

She had worked there for many many years and from our conversation seemed to be very much part of the fabric of the place.

Curiosity got the better of me so I asked the same question about the changes since the takeover.

This time I heard a totally different story to the one I heard earlier.

The changes were really bad, the place wasn’t the same anymore, the business had got a lot more cut throat with an obsession about cost cutting and performance.

The new regime were forcing changes through, simple perks that many of the teams enjoyed were being withdrawn so their deep reciprocal commitment to the business was being withdrawn in equal measure.

The new owners just cared about money and not about the people, many of whom played a huge part in the success of the business that the new owners wrote a big cheque for. This was her view and she wasn’t a bit happy.

She spoke warmly about different instances down through the years that demonstrated the wonderful comradery that existed in the business and that warm “family” spirit that had everyone going the extra mile when needed.

Now it was all about the “young ones” wet behind the ears, all trying to impress the new bosses, who were running around the place with clipboards who cared about no one but themselves – the place had definitely changed for the worse.

If there was a package, she was gone !!

I would want both of these great people working for me.

Change can be a fantastic opportunity and it can be an awful threat depending on how the evolving culture suits you.

For the new owners it’s important that they take the time to understand the magic that exists within the business (that they clearly valued highly) and embrace this as much as possible as they develop an evolved culture, which will hopefully be the best of both worlds.

For the existing teams it’s important to understand that the new owners are different, that they will bring different attributes to the party and that they need to give them time and the opportunity to evolve together.

Leopards may never change their spots but if people are willing to listen and learn we can evolve together into something ever better.

The value of the new business will only be preserved if they recognise what is good, treasure it and make it even better.

Change is tricky but the results can be fantastic – great communications can play a special part in delivering these fantastic results.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

The Right Hook needs a Left Hook

September 11, 2017

George Hook

Whoah ….another storm with another high profile media personality saying the wrong thing and BOOM, the backlash erupts.

This time (I’m referencing the Kevin Myers storm) it happened live on air and a filter was impossible.

George Hook, the successful and very popular 76 year old Newstalk broadcaster said way too much when he was discussing the ongoing case involving a 19 year woman in the UK who alleges she was raped by a former member of the British swim team.

While discussing this case he spoke about the ‘personal responsibility‘ of the rape victim, he spoke about “modern day social activity means that she goes back with him” and then he put his foot totally in the biggest bucket of crap when he said “But is there no blame now to the person who puts themselves in danger?”.

George ….oh my God what are you saying??

There was then some more insight from him when he spoke about parenting: “There is personal responsibility because it’s your daughter and it’s my daughter. And what determines the daughter who goes out, gets drunk, passes out and is with strangers in her room and the daughter that goes out, stays halfway sober and comes home, I don’t know. I wish I knew.

I wish I knew what the secret of parenting is. But there is a point of responsibility. The real issues nowadays and increasingly is the question of the personal responsibility that young girls are taking for their own safety.

Now George was trying to say something else and this point tells you a little more about his “lens” when he is discussing the topic.

Was there a simple message about being careful, that came out all wrong?

Quite rightly there was outcry from many quarters and this continues..

Colm O’Gorman, the director of Amnesty Ireland said on Twitter, “I get that @NewstalkFM wants to lead on ‘opinion led content’, but @ghook increasingly stupid, ignorant rants are grossly irresponsible.

Chris Donoghue, (who must know George quite well?) the group political editor at Communicorp, a media company that owns Newstalk, tweeted saying, “Someone needs to go to town on Hook. It’s disgusting.”

Needless to say George Hook has apologised and Patricia Station, Managing Editor said the comments made by Mr Hook were “totally wrong and inappropriate and should never have been made.”

On Twitter a poll has been set up to get George Hook off air and most of the tweets are calling for him to be fired.

One tweeter went as far as analysing all of the brands that advertised during the show and there was another group who were questioning Clayton Hotels for their sponsorship and suggesting that they should pull immediately.

Dalata Hotels (Clayton Hotels is one of the hotel brands) in the middle of all the twitter storm on Sunday tweeted “We will be engaging with Newstalk as soon as possible to terminate our commercial relationship.

While George was clearly wrong with what he said I wanted to discuss it with my folks, great people from the same generation just to test their perspective.

Not for one second did they absolve the rapist but they were very concerned about a 19 year old who would put herself in such a vulnerable situation. This generation do see things through a different lens in the same way that new generations will most likely see things differently to us. The word blame was not used once in their conversation and this is where George went totally wrong.

So……what should happen with the very popular, talented and opinionated 76 year old broadcaster (is this why he is so popular?)?

I don’t think he should be burnt at the stake and I don’t think he should be fired.

He made a big mistake and he should be given a big warning but I feel he should be allowed to continue as it is important to have valuable voices on air from this generation.

However, if George is to continue on air maybe the ‘Right Hook’ should be accompanied by a younger ‘Left Hook’  to maintain balance and help to keep that ‘lens’ always focused.

Update: 12th Sept

George Hook’s colleagues at Newstalk have written a letter to the station’s owners asking that he is removed from his position – this is not good.

Is this black and white that one cannot be forgiven for such a mistake or is there something else going on?

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

 

Podcasts and Super Powers

September 3, 2017

Super Powers

I was just after dropping my brother Colin and his family at Shannon Airport for their early flight back to the States.

I wasn’t quite in the mood for music as I faced that awful Limerick to Cork road so I searched some Podcasts that I had downloaded to pass the horrible journey.

First up was an interview with a former news anchor who has since specialised in Digital Marketing – I fully agree with the core theme of the conversation, which was all about discovering the passion behind the people and showing some personality and even a little vulnerability through genuine social media updates and storytelling via blogs.

The second podcast that took me all the way to my front door was an interview with a guy who worked as Head of Creative in an advertising agency.

The interviewer used a series of clever ‘quick fire’ questions to get to know this guy a little better and he asked a fantastic one, which I thought was really simple but also thought provoking and quite brilliant.

What is your work Super Power?” he asked this clearly successful Creative Director.

The answer he gave was one that I wasn’t expecting: “Resilience” he answered.

The interviewee went on to explain that in his career he received many knocks and push backs but he used all of these as ‘fuel’ to try harder and prove others wrong.

He also explained that in the course of his business he had lost many pitches to prospective clients – once again these just made him more determined to succeed next time.

He reckoned this try and try again  ‘Super Power‘ was his greatest asset that had led to career success.

Having someone on your team that is very resilient is definitely a huge advantage.

He also mentioned another ‘Super Power‘ which was his ability to survive on very little sleep, which he reckoned was also a big plus in the advertising industry!

The very unusual thing about these ‘Super Powers’ is that while they are clearly valuable they are things that you would never see listed in someone’s bio in a pitch document or on your website.

I really found this question to be a powerful one – as we are in the middle of updating the bios for our team I was struggling a little with descriptions that in some cases just weren’t capturing some of the special and most valuable attributes that our crew possess. I’m going to add a ‘Super Power’ description for everyone!

So…the valuable lessons that I learnt at 7am on a crappy Sunday morning – listen to Podcasts that might help you to learn something new and try to capture the ‘Super Powers’ of your team!

What is your Super Power?

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

 

 

Barcelona – Be Tough or Be Gentle?

August 18, 2017

Barcelona Attacks

In the wake of another wave of awful terrorist attacks we sadly end up watching what seems like a repeat news cycle – how many dead, how many injured, any from Ireland, hunt for the terrorists, interviews of witnesses, speeches by politicians.

It goes on and on.

Social media is full of it with news items, pictures and videos by witnesses and news sites followed by the Tweets and Facebook posts from politicians and other key figures offering condolences and declarations of shock.

We all jump in with our own tuppence worth.

It feels like there is nothing really that can be done if someone ‘with enough intent‘ wants to jump in a car, van or truck and plough into innocent citizens going about their ordinary lives.

How can we combat this?

What makes this person hate so much or carry such a set of beliefs that this is something they are willing to die for?

Barack Obama (the most retweeted tweet ever) very recently reminded us of a very profound statement by Nelson Mandela.

Why was this retweeted so much?

Barack Obama Nelso Mandela tweet

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With the Barcelona attacks, United States President Donald Trump offers his condolences with some special advice, which reflects his particular personality and approach to life:

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Is being tough getting us anywhere?

Do we need to work a lot harder at understanding each other and being more gentle?

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

Consumer confidence stats and avoiding self fulfilling prophecies

August 14, 2017

Consumer Confidence

I just received an industry update from one of the key business sector publications in Ireland.

It led with a headline about “Consumer Confidence” statistics.

It went on explain:

In the last month, two key indicators of consumer confidence in Ireland and the UK have been released showing a decline in confidence since the first quarter of 2017

In went on to discuss Ireland: “In Ireland, the B&A consumer confidence tracker found that whilst consumers remain positive, the levels of this positivity have fallen from the optimism shown in the first quarter of the year. This was particularly true for consumers within Dublin, who showed a significant decline in this period

It then went on to discuss consumer sentiment the UK: “In the UK, market research firm Gfk’s consumer confidence index fell to -12 in July from -10 in June. According to Reuters despite low levels of unemployment, household’s assessment of the economic situation was a major component of the decline in confidence for this period

It then summarised both positions: “It is clear that the uncertainty around Brexit has continued to affect consumers and the B&A and Gfk trackers will be a good measure to keep an eye on as negotiations progress

While thankfully they avoided a negative headline the piece did leave me in a negative frame of mind.

While this information is valuable the way it was delivered only succeeds in making everyone who reads it pessimistic about the future and behaving conservatively.

Suddenly ‘negative consumer sentiment‘ becomes a self fulfilling prophecy with industry reacting negatively and so on and so on.

I am not for softening up bad news but when we deliver negative statistics we need to communicate a full story that is never as bad as the potential doomsday outcome in our heads, unless we want it to be.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland

 

 

Making sure that ‘Great Taste’ is never lost

August 3, 2017

The Great Taste awards, described as the ‘Oscars’ of the food world are organised by the Guild of Fine Food.

They are the acknowledged benchmark for fine food and drink, and when a consumer sees the Great Taste logo on an item it is a sign that they will be buying a great tasting product.

This year (2017) Food and drink producers entered 12,300 products with 4,347 earning 3, 2 and 1 star ratings of which 444 originated from Ireland.

Overall just 165 products earned a 3 Star rating and 1,011 a 2 star rating with Irish products well represented in both of these categories.

PatWhelan, james Whelan Butchers - Great Taste Awards

The Golden Forks (the big winners) will be announced at a celebration dinner at the International Park Lane Hotel, London on the 4 September.

Great Taste, values taste above all else, with no regard for branding or packaging. Whether it is gin, biscuits, sausages or coffee being judged, all products are removed from their packaging, wrapper, jar, box or bottle before being tasted. Furthermore the judges have no idea the price that these products normally retail at.

It’s all about the taste!

The judges then savour, confer and re-taste to decide which products are worthy of a 1, 2, or 3 star award.

As you can imagine the judging panel is very illustrious and this year it included; chef, food writer and author, Gill Meller, MasterChef judge and restaurant critic, Charles Campion, author and Zoe’s Ghana Kitchen chef, Zoe Adjonyoh, baker, Tom Herbert, and food writer and baking columnist, Martha Collison, as well as food buyers from Fortnum & Mason, Selfridges, and Harvey Nichols.

These esteemed palates have together tasted and re-judged the 3-star winners and will finally agree on the 2017 Top 50 Foods, which will be announced in August, with the Golden Fork Trophy winners and the Great Taste 2017 Supreme Champion unveiled on the 4th September.

Just Taste!

Judging the food and drink products on their taste seems very fair and as you would expect – the packaging and branding is removed so that the judges are able to experience the products in their pure, true state, without any interference or bias.

Sunnes Stores - Sticky Toffee Pudding

When do we ever, truly taste anything?

The minute that award winning cake goes into a wrapper, it changes the taste for the consumer.

  • Once we see the packaging, the colours, the type of paper and the visuals, it changes the taste.
  • Once we see the brand name, it changes the taste.
  • Once we read where the product is made and we see the ingredients, it changes the taste.
  • Once the product is placed in a retail outlet, it changes the taste.
  • Once we see where it is placed in the store, it changes the taste.
  • Once we see some POS and the product displayed on a promotional stand, it changes the taste.
  • Once a price is put on the product, it changes the taste.
  • When the product is on special offer, it changes the taste.
  • When a well dressed sampling person invites you to taste a thumbnail of the product, it changes the taste.
  • When we see that the brand is endorsed by a well known personality, it changes the taste.
  • When we see adverts for the product in a newspaper, it changes the taste.
  • When we see adverts for the product in a glossy magazine, it changes the taste
  • When a respected food journalist tells you the product is superb, it changes the taste.
  • When we open the pack at home and we are in a great mood, it changes the taste.

Today’s consumer is influenced by everything they see, hear and taste. We are also influenced by a lifetime of experiences, good and bad, by our peers and we all carry with us a lorry load of biases.

With great products our job and the job of everyone else in the chain that brings the product to the consumer, is to make sure that person can actually ‘taste’ the product.

The Great Taste Awards and that big round logo that you will see on products will also help!

Congratulations to two of our clients, James Whelan Butchers and Simply Better by Dunnes Stores who scooped up Great Taste Awards, once again this year.

James Whelan Butchers are Great Taste 3-star winners with their Pork Lard, a natural and clear lard made from slowly rendered back fat, with a “fabulous long lasting and clean pork flavour” – it’s all about taste!

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Branding  services from our offices in Dublin and Cork, Ireland