Loaf Pottery collaboration with Aly Harte

WE LOVE OUR LOAF! Loaf Pottery is an Irish pottery brand based in Crawfordsburn County Down with a social purpose at heart. It’s part of the NOW Group, with all profits from the beautiful, handcrafted mugs being reinvested into supporting people with disabilities and autism into jobs with a future. In 2023, RNN suggested a collaboration to give loyal customers, just like us, another reason to buy Loaf Pottery.

The Brief

  • Create a campaign to reignite interest in Loaf Pottery
  • Give customers a reason to buy Loaf Pottery
  • Expand Loaf’s customer base and attract new ‘pottery with purpose’ fans

The Solution

For the first-ever artist collab with Loaf Pottery, we partnered with Belfast-based artist Aly Harte to curate an exclusive collection of unique, handcrafted mugs and vases. Aly’s abstract art is renowned for its beauty and Aly’s muted colour palette was the perfect fit for Loaf Pottery’s subtle tones.  Individually hand-painting hug mugs, large handled mugs and vases, the Aly Harte collection x Loaf Pottery launched with almost 200 pieces.

To promote the limited-edition set, new photography of the collection was commissioned, and visuals were created that featured Aly. A press launch attracted attention in leading dailies in both Northern Ireland and Ireland, and both Aly and Loaf created original content that was promoted across their social channels.

The Outcome

  • The collection attracted 000s of new subscribers to the loaf database
  • Sales are confidential however all pieces of the limited-edition collection sold-out
  • The collection was featured in the Sunday Times, Irish Independent Weekend, Irish Independent Property, Irish Examiner and Belfast Telegraph amongst other media
  • This is the first of a series of artist collaborations that the NOW Group are moving forward with
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