June 20, 2013
Kerrygold is delighted to announce the launch of a series of videos produced to showcase the unique attributes of Ireland’s grass-based farming methods to consumers across international markets. The first in the series of four videos, ‘Celebrating the Rain’ , celebrates the rain and climate that gives Kerrygold its distinctive taste and colour. Kerrygold’s natural origins are a major calling in the 50 countries to which it is exported, most notably Germany, where it is the No. 1 butter (with a 16.1% market share) and the US where it is the No. 1 imported butter.
Kerrygold and Agtel have teamed up to produce the short videos which highlight Kerrygold’s key brand differentiators deriving from its natural and sustainable grass-based production methods. The series comprises four videos, each focused on a different theme: the weather and climate; the farmers behind our brand and their craft; the unique landscape of our country and animal welfare. The first of these videos which focuses on Irish weather was filmed in various locations throughout Ireland, including Co. Waterford and Co. Wicklow.
The videos will be accessible across all platforms, including television and online and will be supported by print and digital advertising, social media channels, PR and in-store promotion. As part of Kerrygold’s drive to promote the grass fed message in international markets, Kerrygold products in Germany will feature a unique QR code which, when scanned with a smartphone, will allow the consumer to view the video directly on their phone. The campaign follows the completion of the international roll-out of the reinvigorated Kerrygold branding in 2012.
Commenting on the launch, Kevin Friel, International Marketing Director, Kerrygold said:
“Kerrygold is delighted to showcase the provenance and natural production methods of Irish dairy produce that appeals to Kerrygold consumers in 50 markets worldwide. Irish people love nothing more than to talk about the weather and what better way to kick off this campaign than to celebrate our unique Irish climate.”
Kerrygold is made from the milk of Irish, grass-fed cows and has a unique dairy production system that is built on traditional farming methods. Ireland’s unique climate helps Irish farmers produce some of the best tasting dairy products in the world. Irish herds are smaller on average than many countries and they have room to graze outdoors on grass for around 300 days a year which is longer than cows in almost anywhere else in the world.
The Irish Dairy Board (IDB) owns the internationally renowned Kerrygold brand – the Irish dairy industry’s most important marketing asset – along with other brands including Dubliner, Pilgrims Choice and Beo.
For further information:
Irish Dairy Board 01 661 9599
View the Celebrating Rain video on YouTube
The IDB is Ireland’s largest exporter of premium dairy products and a leading international food company with a global footprint that extends to over 90 countries.
The IDB has annualised sales of over €2 billion. Headquartered in Dublin, the business employs some 3,100 people globally. Over the past 50 years, the IDB has established vital routes to market for Irish dairy produce.
The IDB owns the internationally renowned Kerrygold brand – the Irish dairy industry’s most important marketing asset – along with other brands including Dubliner, Pilgrims Choice and Beo. The IDB’s food ingredients arm develops bespoke food ingredient solutions for many of the world’s major food manufacturing corporations.
A co-operative enterprise, the IDB is owned by Irish dairy processing co-operatives and dairy companies and, through them, by Irish dairy farmers. The IDB’s business is structured on three core platforms; Consumer Foods, Dairy Trading and Ingredients and DPI, a specialty food distribution company in the USA.
Group subsidiaries in the UK, mainland Europe and the US pack, distribute and market a wide selection of branded products, dairy ingredients, specialty grocery, delicatessen and gourmet food items of both Irish and non-Irish origin.