Kerrygold

#2 butter brand and #1 specialty cheese brand in the U.S.
The business went from hundreds of millions to $3.4B in under ten years globally.
Grew annual revenue 20% every year in the U.S. while working on the business.
The highest brand power score in the history of the brand in the U.S. in Q4 2024.
The highest HHP and unaided awareness in the history of the brand in the U.S. in Q2 2024.

Kerrygold, a premium European dairy brand, needed a find a way to be relevant in the U.S. and identify a meaningful connection with the millennial consumer to grow their business.
We also needed to find an insight that could travel to other markets to be adapted globally.
Kerrygold had big ambitions in the U.S., but the brand was also up against some significant challenges in the dairy category.
In the U.S. they were competing against Land O’Lakes and Challenge, long-established brands in butter who had larger budgets, much more physical shelf space in limited refrigerated areas in the stores and were much less expensive since they were made in the U.S. and didn’t need to deal with tariff costs.
In cheese, they were up against the giants of Sargento, Bel, and new players who were aggressively coming into the space and spending like Tillamook.

As we did research into our audience, we found that the more often we engage in social eating, the more our overall happiness and satisfaction with life increases. This is not only true with our audience but also with the overall global population, according to a University of Oxford Study.
However, in our busy lives, we can easily lose sight of the importance of these moments of connection.
The average American eats alone or with their phone more often than they do with another person.*
1/3 of Europeans eat all their meals alone.*
Almost a quarter (23%) of UK millennial parents admitted that their children eat meals in front of the TV or games console.*
Insight: “It’s all too easy to lose sight of what’s precious in life.”
Cultural Truth: Each meal is an opportunity to reconnect, but we often don’t treat it that way

*OnePoll Survey (US), Mintel, OnePoll Survey (UK) 2022, Sainbury’s 2021

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The global platform idea is “May Your Table Always Be Full," which is defined by the idea that when you are generous with your food, your table and your spirit every meal means more.
The visuals of the campaign leaned into the distinctive assets of the logo, the gold that is consistent with the color of the packaging and and the warm, inviting, emotional tone the brand is known form.
The campaign launched with the long-form film ‘The Runaway’ that follows the journey from the city to the country of the beloved dinner table as it searches for a new sense of place. For a brief moment, life slows down, and we see how much valuable time spent together means to families and the table returns home to its family.
The Runaway served as way to deliver loads of video, social and digital content for many markets around the globe. Bespoke social and digital was also created in support of the global campaign.
Ultimately, “May Your Table Always Be Full” provided global consistency and helped strengthen the brand’s position around the globe.