Finnebrogue had built an enviable reputation for product innovation, challenging accepted practices across bacon, sausages, plant-based foods and healthier eating. But as the business expanded, its portfolio had become increasingly fragmented.

Individual brands were competing for attention without a clear relationship to one another. Retail partners understood the products, but rarely understood the company behind them. Consumers recognised Better Naked, yet had little awareness of Finnebrogue itself or the philosophy that drove every innovation.

The business needed a strategic framework capable of uniting its corporate brand, product portfolio and communications around one compelling story.