Celebrating O’Neill’s’ 30th birthday 

Challenge

To help the nation celebrate the 30th birthday of well-loved Irish pub, O’Neill’s.

Having extensive restaurant marketing experience with Mitchells & Butlers, we were tasked with creating a buzz of excitement for O’Neill’s’ 30th birthday through delivery of PR and social media – particularly in the run-up to the big day.

To engage the target audience, it was vital that all work was engaging and trend-driven, and centered around driving customers to join the party. 

Solution

Following the launch of our ‘Craicing Crew’ campaign for St Patrick’s Day earlier in the year, we knew that vox pops and street interviews were a popular and successful trend on social media.

To take this campaign one step further, we first curated a team of influencers, ensuring their personalities aligned well with the O’Neill’s tone of voice, and that their audiences also complemented our own.  

Then, given that the target audience for O’Neill’s is typically people between the ages of 20-45, we decided to tap into the trend of 90s nostalgia and theme our “Craicing Crew” content around the 90s. 

To complement the excitement building on social media, we also co-ordinated a PR campaign that would raise brand awareness for O’Neill’s and put the pub chain front of mind for consumers in the lead-up to the celebrations. 

This campaign meant that anyone turning 30 this year could bag themselves a drink on the house from O’Neill’s, which could only be redeemed during O’Neill’s 30th birthday weekender.

Impact

The client was delighted with the results of our 30th birthday campaign:

• Our PR campaign reached approximately 126.6 million people
• Coverage in both national and regional titles in titles including The Mirror, Bristol Live and Manchester Evening News
• More than 600,000 impressions and nearly 10,000 engagements across O’Neill’s’ Facebook, Instagram and TikTok channels