Dairy co-operative Ornua has rolled out a new TV ad for Kerrygold following the announcement last year that the butter had become Ireland’s first billion-euro food brand. The ad, created by McCann, has already been aired in the US. It will also run in the key UK and German markets. In Ireland, the ad will be aired until the end of September.
The campaign theme is ‘The Taste that Takes You There’ and speaks to Kerrygold’s grass-fed taste to elevate any moment and transport the consumer to another time or place. In the ad’s international version the unique taste of Kerrygold transports the main character to Ireland’s famous green pastures: the secret behind its world-class grass-fed dairy.
In the version created for the Irish market, the butter’s taste takes the main character back in time to a nostalgic encounter with his younger self. The ad’s soundtrack features Irish singer-songwriter Imelda May covering Elvis Presley’s 1961 classic ‘Can’t Help Falling in Love’, which went on to top the UK charts in 1962, the same year Kerrygold launched there.
Kate Saul is head of marketing for Ornua Foods International.
Ornua markets dairy products on behalf of its member co-ops, Ireland’s dairy processors and dairy farmers. It claims to be Ireland’s largest exporter of Irish dairy products, exporting to 110 countries worldwide. Headquartered on Dublin’s Mount Street, it has annualised sales of over €2.3 billion and a global team of 2,400 employees.
Ornua operates from 10 business units worldwide, including 13 production facilities, and has sales and marketing teams working in-market across all four corners of the globe. The group is structured across two divisions, Ornua Foods and Ornua Ingredients. Other Ornua brands include Dubliner, Pilgrims Choice, Forto and Beo.
Markets are served by production facilities and in-market sales and marketing teams in Africa, Asia, Germany, Ireland, the UK, the rest of Europe, the Middle East and the US. Ornua Ingredients is responsible for the procurement of Irish and non-Irish dairy products and for the sale of dairy ingredients to food manufacturing and food service customers worldwide.
View ad here: https://www.youtube.com/watch?v=TMnmytjV_hE&feature=youtu.be
