O’Donnells WOW Display: How McGowans Delivered a Standout Christmas FSDU
O’Donnells WOW Display for Christmas
– Case Study
When Tayto Snacks approached us with a brief to create an unforgettable O’Donnells WOW display, the mission was clear: deliver something visually arresting, structurally robust, easy to assemble, and positioned to dominate the competitive Christmas retail environment. No small task, but exactly the kind of challenge McGowans thrives on.
This case study breaks down how we designed and produced a premium FSDU that maximised stock, amplified brand identity, and held its own in one of retail’s most crowded seasons.
The Challenge
O’Donnells is a premium crisp brand with a strong visual identity grounded in its Seskin Farm heritage. The challenge was to create a display that:
- Delivered genuine WOW factor
- Reinforced O’Donnells’ premium cues
- Included innovative uses of the Seskin Tree, a core brand icon
- Maximised stock capacity without wasted space
- Was easy for the team to build in-store
- Held its presence in busy, high-traffic retail aisles
- Remained cost-effective for a nationwide rollout
Retail aisles in December are noisy. Every brand is fighting for visibility. The brief demanded a unit that didn’t just stand out but stood above.
Our Approach
1. Structural Innovation First
Our structural design team began by exploring multiple configurations to push the boundaries of a traditional FSDU. Load-bearing, balance, distribution, and ease of build were all tested and refined.
The Seskin Tree wasn’t treated as an add-on, it became a structural centrepiece. This allowed the brand story to hold physical presence, not just graphic presence.
2. Collaboration with the O’Donnells Marketing Team
Having partnered with the O’Donnells team for years, we understood their visual language and shopper behaviour data. This allowed decisions to be made quickly and confidently.
Together, we refined:
- Shelf spacing
- Shopper navigation
- Key visual hierarchy
- Seasonal cues
- POS messaging
3. Graphics Created In-House
Once structure was locked, our creative team developed graphics that balanced:
- Premium Irish storytelling
- Festive visual energy
- Strong flavour navigation
- Clean, shoppable hierarchy
This ensured the unit wasn’t just beautiful, but commercially effective.
4. Build Simplicity
The units needed to be assemble rapidly across multiple retail chains. We engineered the FSDU so:
- Assembly was intuitive
- Components were lightweight
- Fixings were minimal
- Transport was efficient
No stress. No over complication. No lost sales due to complicated set-ups.
Timeline
Total project turnaround: approximately 5-6 weeks
The Solution
The final O’Donnells WOW display achieved:
- A commanding visual presence with the Seskin Tree as a sculptural brand hero
- Maximum stock capacity with zero dead floor space
- A premium finish aligned with the O’Donnells brand
- Seamless build assembly for field teams
- Full shoppability from multiple angles
- A festive look without compromising premium brand positioning
The Results
While specific sales numbers are proprietary, the project delivered clear wins:
- Strong retailer uptake across key retail chains
- Increased visibility in high-traffic areas
- Significant uplift in impulse purchasing (based on retailer feedback)
- Rapid in-store assembly, reducing labour time
- Improved stock rotation and replenishment efficiency
The display did exactly what it needed to do: stand out, sell product, and reinforce brand excellence at the most competitive time of year.
Ready to create a retail display that stops shoppers in their tracks?
Talk to McGowans Print today, our structural designers, creative team and production experts are here to bring your next WOW display to life.
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