Dublin, Ireland
We help brands keep their customers
We're a leading loyalty and sales promotions agency, based in Dublin. For 14+ years we've designed, built and run loyalty programs, sales promotions and rewards platforms that lift customer retention, engagement and revenue for Irish and UK brands.
Started with a simple question
Why do brands spend millions acquiring customers and often far less on customer retention? We set out to fix that through loyalty programs and sales promotions that drive real engagement, and twenty years later we're still at it.
"Every program is measured by one thing - whether your customers come back more often and spend more when they do."
Today we design and run loyalty programs for Aldi, Energia, Texaco, 123.ie, Calor Gas, and others. We work with Irish and UK brands - that focus means we understand your market, your customers, and the regulatory landscape for promotions in this region.
The team
The people who build your program
Two decades of experience in loyalty, promotions, and customer engagement - applied to every project we take on.
Nuala Canning
Founder & Managing Director
Nuala is a Certified Loyalty Marketing Professional (CLMP™), accredited by The Loyalty Academy, the global certifying body for the loyalty marketing industry, with 1,271 CLMPs across 59 countries. With over 25 years in loyalty and promotions, she leads strategy and delivery for brands including Aldi, Energia, Calor, Texaco and 123.ie, and built Brandfire into one of Ireland's leading loyalty and sales promotions agencies. She has international marketing experience across Europe and the Middle East.
Mick Callaghan
CTO
Mick is CTO at Brandfire, responsible for the technology, platform development and delivery of all loyalty programs and sales promotions. With over 20 years' experience, he ensures every program is secure, scalable and commercially effective, supporting seamless fulfilment, partner integrations and measurable ROI for clients.
The Brandfire Method
Every loyalty and rewards program we deliver follows the same three-step approach, the discipline that keeps our work accountable to commercial results, not vanity metrics.
Strategy first
We don't build until we know what success looks like. Every program starts with a clear commercial goal, defined KPIs, and a roadmap to ROI.
Full ownership
We own the outcome, not just the output. Strategy, creative, tech, fulfilment, and support - all in-house, all accountable to one team.
Measured by results
We report on what matters: customer retention, program ROI, redemption rates, and commercial impact. No vanity metrics.
Our Clients
We work across the full spectrum of industries, whether B2B or B2C, including Retail, Utilities, Insurance and Consumer Goods. From national retailers to energy providers, we design loyalty programs and promotions that fit each sector's customers.
Accolades
The loyalty programs we design and deliver earn recognition at Ireland's leading independent industry awards.
Programs built and run by Brandfire have been recognised at the Irish Loyalty & CX Awards, including:
Winner · 2025
Established (5 Years+) Loyalty Programme of the Year
Winner · 2023
Customer Experience of the Year
Across our wider portfolio, our programs are measured by commercial impact: a festival receipt-and-rewards campaign that drove 2,000+ sign-ups in its first week and a 25% lift in average purchase value; a multi-brand AI receipt-validation platform delivered for a major grocery group; over €600,000 in community funding distributed through Texaco Support for Sport; and a B2B installer rewards platform delivered for Calor in under 10 weeks.