Kerrygold is initiating its most significant marketing push in the United Kingdom to date. The campaign, titled “Make It Gold with Kerrygold,” begins in mid-August and continues through October. It spans digital audio-visual platforms, social media, retail environments, and experiential activations. The primary objective is to accelerate growth for its butter, spreads, and a recently introduced cream cheese line.
Created in collaboration with agency BBDO, the initiative highlights the masterbrand. It emphasizes how these dairy products can improve ordinary meals. Irish actor Nicola Coughlan, recognized for her work in Derry Girls and Bridgerton, provides the voiceover for the advertisements. Her involvement aims to draw attention to the brand’s Irish grass-fed dairy credentials, its provenance, and its premium market position.
Beyond the Block Butter
This marketing effort arrives as the company diversifies beyond its traditional butter offerings. The UK market recently saw the debut of Kerrygold Cream Cheese. This expansion explains the need for a campaign that covers the entire portfolio rather than just block butter. The brand is clearly aiming to leverage its strong reputation in one sector to gain traction in another.
Moving from a dominant position in block butter to competitive categories like cream cheese requires more than just shelf placement; it demands a shift in consumer perception. By emphasizing the “gold” standard of ingredients across all products, the company attempts to transfer the trust associated with its butter to newer items. This approach suggests that the brand views quality and origin as its primary competitive advantages against established cream cheese manufacturers.
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The brand currently holds the position of the UK’s number one block butter. This new activity intends to defend that title while building awareness for the wider dairy category. The company is clearly betting big on its Irish heritage to drive the next phase of its expansion.
Engaging Food Audiences
The campaign integrates several high-profile partnerships to reach consumers. Kerrygold has secured a takeover of Good Food, covering both its website and print magazine. Additionally, the brand is sponsoring the Table for Four podcast associated with the publication. These media buys ensure the message appears where home cooks are already looking for inspiration.
On the ground, the company will host experiential events. These activities will be led by chef Lee Tiernan, the owner of the London restaurant Black Axe Mangal. Further engagement includes a sponsorship of Counter Talk’s ‘Bread & Butter Off’ challenge. This event features chefs and creators from the independent hospitality sector. These activations are designed to build a connection with food enthusiasts and professionals alike.
In-store shopper marketing and promotional efforts will accompany these broader activities. The goal is ensuring the increased awareness generated online translates directly into sales at the checkout counter. The focus remains on converting interest into actual purchases during the key autumn period.
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Securing Market Position
Lucy Hay, senior brand manager at Kerrygold UK, described the scope of the investment. She stated that the campaign represents the “largest ever above and below the line support” in the region.
“Our ‘Make it Gold with Kerrygold’ campaign celebrates what makes Kerrygold’s Irish grass-fed dairy products truly special – namely our commitment to premium quality, our distinct Irish provenance and, above all, the unmistakable great taste of Kerrygold,” Hay said.
She noted that the campaign serves as a reminder about meaningful moments around the table. Hay added that with the best ingredients, even simple meals can feel special. The investment comes during a period of strong growth in sales, distribution, and new product development. The company plans to use this momentum to solidify its standing across the entire dairy fixture.
