Launch the new Kerrygold spreadable range by building emotional connection with the brand to hit ambitious sales targets in a highly competitive market.
After delving into the its product heritage, we identified that Kerrygold has its dairy farms in the area of Ireland with the greatest rainfall.
Why is this important? Because lots of rain makes for lush grass, happy cows and better butter, of course!
This gave us a strategic positioning that elevated the product within the category, and gave us the insight that the campaign was hooked on.
We created a campaign, inspired by the fact that the home of Kerrygold is the wettest place in Ireland. The creative tells the journey of a young dairy farmer as he cycles through a rainy village in Ireland on his way to work. The farmer and all the villagers he passes on his journey are maintaining a positive attitude, smiling in the face of heavy rain.
As well as the campaign being voted the No.1 Food Ad by AdForum and Ad of the Day, most importantly it contributed to significant business growth. Securing their position on supermarket shelf, ‘Wetter the Weather, the Better the Butter’ delivered a huge sales uplift generating an ROI of £1:2.13, placing Kerrygold 3rd in the market.
That year, Ornua announced record revenues of €2.1bn – an 18% increase YOY. Our ads were adapted for German and US markets, which continued to drive this unprecedented performance, and the brand reporting double digital volume growth in each new market.
Kerrygold ‘Wetter Weather, Better Butter’
To launch Kerrygold's spreadable range, we created a campaign that explores the benefits of their rainy heritage in Ireland. As the locals delight in the downpour, they know that the wetter the weather, the greener the grass, the happier the cows, the better the butter.