Food NI: The Power of Good campaign copy
“Here, local means local. Our small size works to our advantage.”
Celebrating Northern Irish provenance
Client: Food NI
Services: Website copy, PPC. Social copy
Creative team: Created while working at creative agency AV Browne
Project overview
Food NI is the voice of Northern Ireland’s food and drink community. It champions local produce, regional specialities, and the people behind them. The ‘Our Food, The Power of Good’ campaign was developed by my former agency, AV Browne, to help raise awareness of the value and variety of food made, grown, and produced across the region. The goal was to inspire national pride, support local businesses, and regenerate the sector.
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My role was to write campaign copy that celebrated Northern Ireland’s food community in all its forms, from field to plate, and everywhere in between.
The challenge was to shift perception and help people not only see the quality of local produce but feel proud enough to choose it, even if it cost a little more.
The writing had to plant a seed: that behind every great bite is someone worth backing.
That a few pounds more for Northern Irish produce is an investment in jobs, culture, sustainability, and future opportunity.
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To bring the message to a wider audience, we rolled out a coordinated series of sponsored social media ads and a national TV spot.
Each month’s social ads focused on a different sector, highlighting the real people behind Northern Ireland’s food story.
I crafted concise, emotive copy that celebrated producers, chefs, farmers, and makers, helping viewers connect the food on their plate with the hands that made it possible.
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We created a dedicated landing page to help people discover the best of Northern Irish food close to home. I wrote the full page, shaping the narrative and guiding the user experience.
With a simple postcode search, users can find local farm shops, producers, restaurants, and suppliers, bringing the food story closer to their everyday lives and making it easier to choose local.
I crafted Paid Search ads to capture high-intent users, helping convert interest into action and encouraging deeper engagement with the local food economy.
Results
The campaign aligned with a period of remarkable growth in Northern Ireland’s food and drink sector, which saw total sales increase by about 11% in 2022 (to £6.5 billion) and a further estimated 9.4% rise in 2023, surpassing £7.1 billion.
On digital channels, our sponsored social ads delivered over 488,000 impressions, showcasing NI producers across key categories.
Looking for the right words? I’d love to write them for you.
