Kerrygold Unveils Major New Campaign to Reach Over 36 Million Irish Butter Lovers
Kerrygold, Ireland’s iconic dairy brand and one of the country’s most successful food exports globally, is placing Irish farming families at the fore of a major new global campaign that will reach over 36 million people worldwide and aims to take the brand to new heights.
The digital campaign entitled ‘A True Taste of Kerrygold’ puts Ireland’s grass-fed family farming system firmly in the spot light, celebrating the passion, pride and tradition of Irish dairy as part of a major global expansion drive for Kerrygold.
The campaign will roll out globally, including Ireland, UK, US and Germany. Kerrygold is the clear market leader in Germany where a block of Kerrygold butter sells faster than any other food brand on supermarket shelves. Kerrygold is also the number two butter brand in the large-scale US market where it has enjoyed double digit volume growth for over ten years.
The widespread success of Kerrygold products is attributed to the unique taste and quality of Irish dairy that is derived from the milk of Ireland’s grass-fed cows. This milk is produced everyday by dedicated and passionate Irish family farmers. Kerrygold truly is the Irish farmer’s brand and this campaign shines a spotlight on it like never before.
The authenticity of Kerrygold and its roots back to the heritage and tradition of Irish dairy farming are presented in the creative. Three Irish farming families play a starring role in this charming and evocative campaign – the Cleary’s from Waterford, the McKenna’s from Monaghan and the Crowley’s from West Cork. These families tell the story of the dedication and passion it takes to deliver the world class milk that makes Kerrygold so successful.
Commenting on the campaign, Róisín Hennerty, Managing Director of Ornua Foods, the dairy co-operative which markets and sells dairy products on behalf of its members – Ireland’s dairy processors and, in turn, the Irish dairy farmer, said: “This new global campaign is a stand-out moment for Kerrygold on the world stage and a celebration of the daily dedication and commitment of farmers throughout Ireland which underpins its success. For decades Kerrygold has been synonymous with the benefits of grass-fed dairy and has authentically told the story of Irish dairy farming to the world.
“The beauty of a brand like Kerrygold is that we all own a piece of it, whether that’s the memories shared around family mealtimes, the charm of the Kerrygold TV ads of yesteryear or the swell of pride we feel in its presence in countries all over the world. It has always been an intrinsic part of Irish identity. It is owned by a community of Irish farming families who have passed down their farming values and methods from generation to generation.”
The Kerrygold global fan club includes none other than actress Sarah Jessica Parker, model Chrissy Tiegan and actress Kate Beckinsale who last year confessed to travelling with Kerrygold in her suitcase.
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Pictured are sisters Emma Louise Cleary (9) and Caoimhe Cleary (7) from Waterford for the international launch of Kerrygold’s new global campaign ‘A True Taste of Kerrygold’ starring the Irish farming families behind Kerrygold and celebrating the grass-fed taste that makes it world famous.
