February 12, 2019
From ‘Who’s taking the horse to France’ to captivating the world with ‘A True Taste of Kerrygold’
Dublin, Tuesday, 12th February 2019: Kerrygold, Ireland’s iconic dairy brand and one of Ireland’s most successful food exports globally, is placing Ireland’s farming families at the fore of a major new global campaign that will reach over 36 million people worldwide and aims to take the Kerrygold 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 Ireland’s largest food exports.
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. Ireland’s other favourite export, TV host and stylist Angela Scanlon, and renowned chef Paul Flynn, graced the green carpet in Dublin today with the Cleary’s, McKenna’s and Crowley’s for the global premiere.
Commenting on the campaign, Róisín Hennerty, Managing Director of Ornua Foods 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.
For more information on the campaign, visit kerrygold.com/grassfed.