Frequently Asked Questions
Why did Ballygowan run this campaign?
We were inspired by the Irish Cancer Society’s strategic mission to achieve a future without cancer for Ireland. We felt this is a very empowering and uplifting vision and a new approach to the battle against cancer.
Ballygowan has a strong track record in supporting charitable causes and we know our consumers are strong supporters of cause-related initiatives including the Ballygowan Gold campaign in 2014. So, we approached the ICS & Marie Curie to pledge our support for 2017 with Ballygowan Gold. Our aim is to raise funds for cancer support services and to raise awareness for the cancer cause in Ireland.
Ballygowan wants to play its part in helping raise money for both charities and we are urging our consumers to get behind this worthy cause too. We are delighted to work with Roz & Rachel Purcell on this campaign in ROI and NI, we are delighted to work with LPGA tour professional and Irish Olympic golfer Stephanie Meadow.
What packs are going Gold and how long will they be available?
We will have 5 packs in the range – 500ml still, 750ml still, 1L still, 2L still and 2L still price mark pack. These packs will be in the market from April to August.
How much per bottle will go to the Irish Cancer Society and the Marie Curie (MC)?
From April, Ballygowan labels on the biggest selling lines will be turning Gold. A donation for every bottle sold, will be made to cancer services. Ballygowan is aiming to raise €150,000 across the island of Ireland over the next five months in conjunction with the Irish Cancer Society in the Republic of Ireland, and its campaign partner Marie Curie in Northern Ireland.
As part of the ‘B part of it’ campaign a donation of up to €90K will be made to the Irish Cancer Society for bottles sold to retailers in Ireland and up to €60K donated to Marie Curie for bottles sold to retailers in the UK.
In terms of the money raised, what will the donation actually go towards?
All money donated to the ICS will go towards supporting the Night Nursing service, Daffodil Centres and the Cancer Nurseline. In Northern Ireland, funds raised will raise much needed funds to support increased cancer and other terminal illness awareness and to fund vital support services for those who battle against the disease each day.
What is the RRP for a regular bottle?
As manufacturers we don’t set prices – we only recommend them. Ballygowan Gold is priced in line with the standard Ballygowan products on shelves all over Ireland.
How much was invested in the marketing campaign?
Ballygowan has invested €500,000 into Gold, which was supported by a campaign including PR and above the line fronted by Roz Purcell. The Ballygown Gold campaign also included radio, in-store theatre, promotions, trade press and digital activity.
How long will the bottles be in market for?
We are planning for the bottles to be in market until the end of August.
Will you keep the Gold packs?
No, this is a five month limited edition campaign and we will revert to our original blue labels in September.
Northern Ireland Specific
How does this campaign benefit cancer awareness in Northern Ireland if the ICS does not have a presence there?
The ICS has a strategic relationship with the Marie Curie in Northern Ireland. Ballygowan is an island-of-Ireland brand so we are keen that our campaign and fundraising efforts will have appeal on an all island basis. The label will carry both the ICS and MC logos for this campaign.
How much of the funds raised through this initiative will come to NI?
All funds raised through the sale of Ballygowan Gold bottles sold in Northern Ireland will be directed to Marie Curie, As part of the ‘B part of it’ campaign a donation of up to €90K will be made to the Irish Cancer Society for bottles sold to retailers in Ireland and up to €60K donated to Marie Curie for bottles sold to retailers in the UK.
Why did you choose the Marie Curie?
The ICS has a strategic relationship with the Marie Curie and we admire the great work that they do in providing invaluable nursing services to cancer patients in Northern Ireland.
There are also natural synergies between the two charities so it was a very logical decision for us.