The UK is officially becoming obsessed with the Irish Spice Bag. 
We spotted the perfect opportunity to spice up St Patrick’s Day with a Strong Roots twist, celebrating their Irish roots, real ingredients, and putting their hero product Strong Roots Sweet Potato Fries front and centre.
 
Partnering with Irish chef Robin Gill, we gave the Spice Bag a chef-led glow-up with three bold Strong Roots flavour-packed recipes, and amplified through earned media, social-first content and a high-energy IRL Spice Bag Happy Hour, drawing top UK influencers and sparking content, conversation and cultural cut-through.