SMM | Christine Fitzgibbon

FUEL YOUR TEAM

WHEREVER THEY GO

While working with Mint Catering, I developed and launched the Fuel Your Team, Wherever They Go campaign. The idea originated from a challenge highlighted by IRFU nutritionists: when teams traveled to the airport for away matches, the available food options were rarely nutritious enough for players to eat before boarding their flights.

The Solution: Mint Catering stepped in with a tailored service. Our head chef created performance-focused meals for players to enjoy before and during travel, which we delivered directly to the airport ahead of flights. To expand the concept, I developed a creative campaign showcasing how the service could be applied across other modes of transport, such as buses and trains.

Creative
Execution

Designed a series of transport-themed visuals highlighting the versatility of the service.

Produced video content capturing the Mint team delivering meals directly to the airport, bringing authenticity and behind-the-scenes storytelling to the brand.

Results

The initial airport drop-off video gained over 90,000 views on TikTok, sparking new interest in Mint’s sports catering services.

School and local sports teams reached out to Mint Catering to provide food for players traveling to matches by bus across the country.

The Limerick Hurling nutritionist discovered the campaign through TikTok and became a new customer, leading to Mint delivering meals for the team ahead of their international travel.

A follow-up video covering this collaboration generated over 200,000 views and 10,000+ likes, positioning Mint as a trusted, reliable partner for sports catering on the go.

This campaign not only amplified Mint Catering’s visibility online but also directly translated into new partnerships and revenue streams, establishing the brand as a go-to provider for performance-focused travel meals.

FRASCATI SHOPPING CENTRE

LAUNCH CAMPAIGN

For the opening of Mint’s new location in Frascati Shopping Centre, I was responsible for creating and executing the launch campaign. Our goal was to make a strong first impression while tailoring our offering to the local audience.

Target Audience: The Frascati area is surrounded by secondary schools, so we focused on attracting students and young people aged 12–18. To engage this demographic, we researched international beverage trends, particularly in the U.S., which often sets the pace for drink innovation.

Concept:

Introduced a new line of “Dirty Sodas”, inspired by their viral popularity in the U.S., giving Mint a unique and trendy edge in the Irish market.
Developed a range of innovative matcha and coffee variations, designed to differentiate Mint from competitors and showcase creativity.

CAMPAIGN EXECUTION

Positioned these drinks at the heart of our launch content strategy, building anticipation on social media and driving awareness in the local community.
Created fun, vibrant, and trend-led content that resonated with younger audiences, encouraging trial and social sharing.

RESULTS

The launch generated a noticeable increase in footfall and sales, with the new drinks acting as a key draw for the opening.

The Dirty Soda line successfully established Mint as a forward-thinking, trend-driven brand in the student market.

This campaign demonstrated how aligning product innovation with targeted content can both strengthen brand positioning and deliver tangible results at launch.

LEINSTER RUGBY PARTNERSHIP

As part of my role with Mint Catering, I helped develop and promote our official partnership with Leinster Rugby, one of Ireland’s leading professional rugby teams. This collaboration positioned Mint Catering as a trusted provider of performance-focused meals for elite athletes.

Mint Catering provides Leinster Rugby with breakfasts, lunches, and reheatable performance meals throughout their training weeks, as well as food for game days. Our focus is on delivering nutritious, balanced meals designed to fuel player performance and recovery.

My Role:

I led the creative direction and digital storytelling around the partnership to bring it to life across social media and digital platforms.

Created the Behind the Meals video series, offering a behind-the-scenes look at how our team prepares and delivers food for Leinster Rugby.
Documented delivery days, training prep, and team interactions to showcase the authenticity and trust behind the partnership.
Collaborated closely with the Leinster Rugby communications and nutrition teams to align messaging, ensure accuracy, and create content that authentically represented both brands.

Results:

The Behind the Meals video gained strong traction across social channels, generating high engagement and positive feedback from fans and clients.
The partnership content reinforced Mint’s positioning as a performance catering brand, leading to increased awareness and credibility in the sports sector.
It also inspired further collaborations with other elite teams and sports nutritionists across Ireland.

Content Showcase

MOVE WITH

MINT

During the summer, I launched a weekly run club for Mint called Move with Mint with the goal of building a stronger sense of community around the brand.

EXEC-UTION

Hosted weekly meet-ups and created engaging social content to document the club’s growth.
Showcased participants, energy, and the community spirit online, which helped attract new members week after week.

Attendance grew steadily, establishing the run club as a consistent part of Mint’s brand presence.
The content caught the attention of Obsidian Sauna, who partnered with us by offering our members a free sauna and cold plunge experience.
This collaboration elevated the run club experience and further strengthened Mint’s community connections.

RESULTS

The initiative not only drove local engagement but also positioned Mint as a lifestyle-driven brand that goes beyond coffee and food to foster genuine community experiences.

Irish
Graduates
Network

The Irish Graduates Network is a non-profit organisation where we help students connect with business employers through networking events we hold every month. Below you will find some of the images I have created for Instagram and Linkedin. All images were created on canva pro.

UG

Careers

During my time in the University of Galway, I managed their Careers Service Instagram page. Below you will see examples of my work. All of the following content was made on Canva Pro.