Loaf Pottery x Caroline Duffy Collection

NOW Group wanted to raise awareness of Loaf Pottery collection while keeping the organisation’s wider social impact at the heart of the communication.

The campaign needed to encourage people to “gift with purpose” in the run-up to Christmas. It also provided an opportunity to highlight NOW Group’s growth across Ireland, including its work through Loaf Pottery, Loaf Catering and the JAM Card.

RNN identified renowned Irish artist Caroline Duffy as a strong creative fit for Loaf Pottery and developed a limited-edition collaboration that would bring colour, craft and purpose together.

We arranged for Caroline to visit Loaf Pottery’s studio, where she spent two days hand-painting the exclusive collection of mugs and vases. RNN then developed a PR and storytelling approach that positioned the collaboration as more than a product launch, highlighting the craftsmanship behind the range, Caroline’s nature-inspired style and Loaf Pottery’s role as a creative social enterprise.

Messaging focused on the shared values between NOW Group and Caroline, including creativity, inclusion and quality, while encouraging audiences to choose a meaningful Christmas gift, with proceeds reinvested into NOW Group’s work.

The campaign gave NOW Group and Loaf Pottery a strong lifestyle-led story that connected creativity, gifting and social impact.

It helped position the Caroline Duffy x Loaf Pottery collection as a meaningful Christmas gift, encouraging audiences to support a handcrafted product with purpose.

The PR activity showcased Loaf Pottery as a distinctive social enterprise brand, while reinforcing NOW Group’s wider mission around inclusion, employment and opportunity.

The campaign also strengthened awareness of NOW Group’s growing impact across Ireland, including its Loaf social enterprises and JAM Card community.