Bláthnaid launches XL stores' Irish campaign
Rath Chairn's Bláthnaid Ní Chofaigh recently joined with neighbourhood retail brand XL to announce the introduction of a full suite of point-of-sale marketing materials in the Irish language to all its stores, in support of the Bliain na Gaeilge 2018 programme.
The Irish TV presenter, Gaeilgeoir and Ambassador for Bliain na Gaeilge, announced that point-of-sale (POS) materials in XL stores will be in the Irish language.
BWG Foods, owners and operators of the XL brand, has a proud tradition of supporting the Irish language and XL have a presence on TG4’s flagship soap opera Ros na Rún. Irish superstar Daniel O’Donnell officially opened the newly branded XL local “Siopa” when he made his acting debut on the drama earlier this year.
The commitment to the Irish language is something Colm Fitzsimons, National Business Development Manager, XL, is particularly proud of. He said, “XL is the first symbol brand to display its in-store marketing materials in the Irish language, which amplifies our commitment to our heritage and national language. Bliain na Gaeilge is a great initiative and, as with our XL Siopa on Ros na Rún, we are very proud of this ground-breaking initiative.”
The XL network currently has approximately 250 stores nationwide providing employment to over 2,400 people. The brand has added more than 100 stores over the past four years, making it the fastest growing retail brand in Ireland. XL retailers serve the local communities that they operate in, delivering great value, choice, service and exciting promotions.
Bláthnaid said: "One of the ambitions of Bliain na Gaeilge is to revitalise the Irish language and to do that we have to change the narrative. Irish is not just my language, it is every Irish person’s heritage and birthright and initiatives like this by XL is going to be so important to doing that.
“I am truly delighted and proud of what the XL brand is implementing across their stores.”
Bliain na Gaeilge is a year-long programme of creative, artistic and community activities and events celebrating the Irish language and encouraging increased participation in the language.