Kerrygold

A tasty proposition to drive global brand growth.

Brief

Kerrygold had recently become the first €1 billion global Irish brand, built on their strong Irish, grass-fed and quality credentials. But somehow, Kerrygold’s amazing taste wasn’t getting through to consumers in key global markets where new, premium brands were taking a bite.

Challenge

To address this, Kerrygold wanted to create a suite of global brand assets that showed why their superior quality leads to Kerrygold’s superior taste. Research into competitors, consumers and culture told us taste isn’t simply flavour, it’s multi-sensory, combining experience, context and memory - a kind of alchemy.

Insight

Kerrygold is truly different because it’s real Irish dairy from grass-fed cows, reared on family owned farms. Their uniquely golden butter is made only from milk and salt. For such a simple product, we realised what makes the taste of Kerrygold the best is its hidden ‘third’ ingredient: passion, a special alchemy connecting those who make it and those who enjoy it.

Strategy

The creative strategy was to show that Kerrygold is real Irish dairy made by people who care for people who care.

Creative

‘The Kerrygold Difference’ told six stories which brought together the people who made Kerrygold - farmers, cheese graders - with those who use it - bakers, professional chefs, mums. These stories were accompanied by mouthwatering sizzler videos, borrowing subtly from the ASMR trend. All content was housed on Kerrygold’s global website where consumers can delve deeper into the Kerrygold difference.