For its new online campaign targeting the export market, Kerrygold has gone back to its roots – literally.
It's all about Irish grass and the first of four short films called Celebrating Rain explains that the butter is made from the milk of grazing cattle.
Irish herds tend to be small and they graze for longer than in most other countrie so the quality of the grass matters. It’s one of the key brand’s differentiators and it’s what Kerrygold claims gives the product its distinctive colour and taste.
Market leader
"The rain", the script goes "triggers a sort of alchemy as green turns to gold" blarney maybe, but it helps tell a convincing story.
Made by Agtel for the brand’s owner, the Irish Dairy Board (IDB) the four films were shot in Co Waterford and Co Wicklow and will be broadcast via social media and used for in store promotions in export markets.
Butter packs in Germany – where Kerrygold is the market leader with a 16.1 per cent share – will feature a QR code so the films can be downloaded onto smartphones.
