Flahavan's × Amber Barrett & Dessie Hutchinson — Product Launch

Flahavan's was introducing Mini Flapjacks into a crowded snack category where convenience claims can quickly become generic. The product needed to be presented as more than a smaller version of an existing flapjack. The launch message had to connect its compact format with real everyday use, particularly for active consumers looking for an easy snack around training, travel or a busy routine.

walsh:PR therefore needed recognisable sporting ambassadors who could communicate the product's practical role naturally. The campaign had to coordinate product delivery, athlete concepts, content approval and publication while allowing each athlete to speak in a credible personal voice. It also needed to appeal across different sporting communities without creating two identical advertisements. The challenge was to maintain one clear pre- or post-training message while preserving the authenticity that makes athlete content persuasive.

Amber Barrett brought the perspective of an elite footballer competing internationally. Her training, travel and match-day schedule made her a credible fit for a compact, individually wrapped snack designed for convenience. Product shipment to Germany also allowed the campaign to show that the product proposition could work within the practical demands of an athlete living and competing away from home.

Dessie Hutchinson added strong relevance within Irish hurling and complemented Amber's football audience. His association with Waterford and Ballygunner connected the launch with a sporting community where preparation and training are familiar parts of everyday life. Together, the two athletes gave Flahavan's access to different audiences while keeping the campaign rooted in recognisable Irish sport. Their contrasting disciplines made the shared pre- or post-training message feel broader, rather than repetitive.

The verified campaign records confirm two activated athletes, two completed athlete Deals and one coordinated product-launch story. They also confirm Instagram as the published social channel and two clear consumption moments: before training and after training. Verified reach, impressions, video views, engagement rate, click-throughs, retail sales and conversion data were not available in the records reviewed, so none have been estimated.