Recruiting a new generation of premium consumers
Kerrygold is a premium butter from the green isle of Ireland. Covid and the various lockdowns saw a big increase in home cooking and baking, but while Kerrygold is much loved by older audiences, its market share was lower amongst families with kids at home – one of the fastest growing audience segments in the butter category.
With new creative from Droga 5 New York, we created an AV-led campaign in premium programming across linear TV and VOD to reach ‘Foodie Families’ who are prepared to pay a little bit more for the best quality butter,
We increased reach amongst younger audiences with high impact, large format display advertising, partnering with The Ozone Project to identify those audiences reading foodie content and recipes, particularly upweighting towards recipe articles that needed butter – from cakes and biscuits to roasts and pies.
We used sequential targeting on Youtube to show both long and short format versions and manage the frequency, while adapts for social played out across Instagram and Facebook feed and story placements, targeting foodie interested audiences.