Ireland is not a country known for its sunny weather. In fact, the 'Irish sun' is seen as a bit of a joke, with sunburn something to be laughed at on social media or among friends. This attitude has led to Ireland having the highest death rate from melanoma skin cancer in Europe, while skin cancer is the most common form in the country.

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During the summer of 2020, when we knew people would be spending more time than ever eating and entertaining in their own backyards due to travel and lockdown restrictions, we decided to target one of the most quintessentially Irish summer experiences - the BBQ. We launched 'BBQ For Life' bottles, containing the most essential ingredient for any summer BBQ, through a social film with one of Ireland's most famous chefs, Donal Skehan, and a collaboration with Ireland's most reputable butcher chain who stocked the bottles at every counter. Every tray of BBQ meat also carried warning stickers, while 'anti-cooking instructions' were included with every purchase.