Now You're Cooking

Donegal Catch has launched "Now You're Cooking," a new brand platform developed with independent creative agency Ringers, marking the biggest shift in the brand's communications in decades.

"Now You're Cooking" celebrates the good feeling that comes from a genuinely tasty, no-fuss meal at the end of a busy day, and is built on the insight that Donegal Catch offers a break from the complexity, guilt and decision fatigue that can creep into everyday cooking.

Rather than dramatising the stress of modern life, the launch commercial takes a lighter, distinctly Irish approach. Directed by Torstein Bjørklund, it features a regular Dad in his happy place, listening to some tunes and wiggling his bum while he cooks dinner for his daughters before training.

The new campaign highlights the full breadth of the Donegal Catch range, featuring the new Fish Goujons and Chip-Shop Cod alongside timeless classics like Breaded Haddock and Salmon Darnes. Showing Irish audiences how Donegal Catch is an easy answer for every meal occasion, not just a traditional Friday dish.

"Donegal Catch has a rich advertising heritage that was always built around our fisherman," said Keelin Walsh, Green Isle's Marketing Director. "With 'Now You're Cooking,' we're beginning the next chapter of our brand story by putting our customers at the centre of our advertising and capturing the good feeling that comes with putting something genuinely tasty on the table amid the hassles of everyday life."

"It was a really special moment when we were awarded the chance to work on such an iconic Irish brand. And at such a pivotal moment in their story," said Steven Mangan, ECD of Ringers. "The Ringers team had so much fun developing the 'Now You're Cooking' platform and bringing this launch campaign to life. At the end of the day, we want people to feel good about choosing Donegal Catch for themselves and their families. So with a sprinkle of Donegal Catch wit and a classic Republic of Loose track, we hope to land Donegal Catch in the hearts and freezers of a whole new generation."

The platform launches with the commercial airing across TV and social channels, supported by an OOH, radio and in-store campaign with further activity to follow.