Kerry Foods is using the full resources of the JWT agency network in Ireland to launch an integrated campaign for its Denny pork products. Branding the theme ‘What does home mean to you, share it’, Kerry is asking Irish people to share what home means to them.
Animated TV and press ads created by DDFH&B are canvassing people for their ideas. Some of the more interesting stories and homes will feature in Denny ads next year. For every text entry and upload to homeis.ie, Kerry will donate €1 to Simon Community.
GAA players, Cork’s Larry Tompkins and Kerry’s Johnny Crowley, have taken part and Craig Doyle of the BBC is the celebrity ambassador. As well as the homeis.ie site, Kerry is using Facebook, Flicker and Twitter, along with iPhone and on pack/POS messages.
A Denny House on Wheels will tour the country to seek out the best stories from the Irish public. The house will turn up at events, from point-to-point to wedding fairs and festivals. Postcards will be sent to people asking them to outline what home means to them.
Eight Denny pop up houses will appear across the country and people can drop in for refreshments or use them for meetings. JWT’s Direction is handling PR and the group’s Goosebump and RMG Target BTL and online activities, working to Kerry’s Tricia Burke.
Due to the demands put on Kerry Foods in organising the Denny Home campaign, the company is not currently taking part in the Love Irish Food campaign being run by companies trying to encourage consumers to buy Irish-made food and drinks.
Kerry goes whole hog with Denny home campaign
About Michael Cullen
