The National Dairy Council (NDC) has a new national TV and radio campaign celebrating the reliability and trust in Irish dairy. As Covid-19 creates huge uncertainty, one thing Irish consumers can continue to rely on is fresh high quality Irish food, thanks to the hard working farmers of Ireland. The campaign was created by TBWA\Dublin and OMD.
The ads are voiced by 2fm breakfast presenter Doireann Garrihy.
The ads showcase the footage of Irish farms created for the NDC and Kerrygold Quality Milk awards running since 2010. It tells the story of hard working farmers, caring for their land and their grass-fed cows. The ad closes with fresh milk being poured and people drinking it at home. The broadcast ads are supported by a paid social media and PR campaign.
Jeanne Spillane, marketing manager, NDC, said they worked with OMD in securing premium high viewer spot buys in 6pm news and 9pm news. In addition, the wider campaign runs across RTE, Virgin Media, Sky and Channel 4. To help amplify the message, the NDC is running two weeks of national radio to coincide with TV activity.
“It’s is the resilience of Irish dairy farmers that keep our fridges stocked with quality dairy 365 days a year,” Spillane said. “By telling this story, there’s an opportunity to reconnect consumers with natural food production and the vital role Irish dairy farmers play in keeping the country fed and nourished. We are proud to unveil this important campaign.”
The ad campaign also showcases the NDC Guarantee mark which was introduced in 2009, a packaging mark giving consumers in the Republic of Ireland the reassurance of knowing that if they buy milk or cream with the NDC Guarantee, it is both farmed and processed locally. The NDC Guarantee appears on 350 milk and cream products across the country.
You can watch the new NDC TV ad HERE
- For more Covid-19 marketing and media related stories, just click on https://marketing.ie/2020/
