Celebrity chef Rachel Allen has joined forces with O’Brien’s sandwich bars to front a national marketing campaign to promote the O’Brien’s brand.
Ms Allen will be retained as a creative consultant to O’Brien’s and over the course of the year will create delicious signature sandwiches, which will be on sale from January in all O’Brien’s Irish sandwich cafes nationwide. She will also feature in a TV and radio advertising campaign as part of a comprehensive marketing and PR plan.
Ms Allen’s initial signature sandwich collection includes gently spiced grilled chicken sandwich with crunchy celery, grapes, and cashew nuts dressed with a spicy yoghurt sauce, devilled eggs and ham sandwich with watercress mayonnaise on nutty granary bread, and Mexican cheese quesadilla with crispy bacon, chilli, coriander, and spring onion served with guacamole and sour cream, served without bacon as a vegetarian option.
“To have someone of Rachel’s calibre come on board not only brings heightened profile to the O’Brien’s brand, but instils renewed confidence in the O’Briens future, for the public and for the franchisees,” said Graeme Beere of the AIL Group. O’Brien’s recently became part of the growing AIL Group, which includes Abrakebabra, Bagel Factory, GBK, and Yo!Sushi.
“The food choices we make are more important now than ever, both for ourselves and those around us,” Ms Allen said during the recent filming of the TV campaign. “If you are on the go and need a sandwich, shouldn’t it be an Irish one made in front of you and at a fair price? I’m delighted to help make that sandwich even tastier.”
Rachel Allen is best known as a TV chef and has appeared on TV in 33 countries so far and has been an ambassador for Irish food throughout the world for many years. She has flown the Irish culinary flag for An Bord Bia, Tourism Ireland, and Kerrygold, among others, and her series Bake attracted the highest rating ever on the UK Food TV channel.