Kerrygold launches UK “Make It Gold” advertising campaign

Kerrygold’s new Make It Gold with Kerrygold campaign is designed to support the brand and its portfolio of butters, spreads and cream cheese. The rollout covers digital audiovisual media, social platforms and retail activity.

BBDO developed the campaign, which uses a series of visually focused advertisements narrated by Irish actor Nicola Coughlan. Coughlan is known for her roles in Derry Girls and Bridgerton.

The creative presents Kerrygold products in connection with everyday meals. It highlights the brand’s premium positioning, Irish grass-fed dairy heritage and taste, and portrays the products as ingredients that can change ordinary eating occasions.

The campaign includes a takeover of Good Food, the UK’s leading food website and food magazine, as well as title sponsorship of its Table for Four podcast. Kerrygold will also run in-store shopper promotions intended to support purchasing activity.

Experiential activity will be led by Kerrygold brand ambassador and Irish chef Lee Tiernan, who owns London restaurant Black Axe Mangal. The brand will sponsor a Counter Talk “Bread & Butter Off” challenge involving chefs and creators from the independent hospitality and restaurant sector.

Lucy Hay, Kerrygold UK’s senior brand manager, said the campaign focused on the company’s Irish provenance, product quality and taste. She described it as the brand’s largest UK investment to date across above-the-line and below-the-line activity, and said it was launching during a period of growth in sales, distribution and range extensions.