“Our new campaign lands at a time of ‘golden opportunity’ for Kerrygold in the UK as the brand experiences strong and sustained growth.”
Nicola Blackmore-Squires, Marketing Director, Ornua Foods UK
Kerrygold, the UK’s most frequently bought block butter brand¹, is to return to British TV screens this Spring as part of a major new advertising campaign that will run throughout 2024. The multi-channel campaign – ‘May your table always be full’ – explores the power of reconnecting with friends and family at mealtimes amid the fast-paced pressures of everyday modern life.
The new campaign will commence from 11 March, coming to life via broadcaster video-on-demand and traditional television channels, as well as through high-impact social and digital content across Facebook, Instagram and TikTok.
Supported through investment in above and below the line marketing activity, the campaign comes at a time when Kerrygold is experiencing strong growth in the UK, both in terms of volume (+35.9%) and value (+30.2%)2. The brand’s positive momentum will be further enhanced by innovative new range extensions arriving on supermarket shelves in the second half of 2024.
‘May your table always be full’ is Kerrygold’s first global campaign in partnership with Energy BBDO, the global creative agency known for energizing people and brands. It focuses on the role of the dinner table at a time when families are increasingly challenged for quality time spent together due to the demands of being constantly ‘plugged in’ or on the go. ‘May your table always be full’ serves as a reminder of what the dinner table is truly meant for – connecting and reconnecting with one another while sharing great-tasting food.
The hero film ‘The Runaway’3 follows the poignant journey from the city to the country of the beloved family 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, once the table finally returns home.
Commenting on the campaign Nicola Blackmore-Squires, Marketing Director, Ornua Foods UK said: “For over six decades, Kerrygold has been at the heart of shared mealtime experiences across UK households. In that time, the brand has become a trusted and reliable companion of food-lovers, synonymous with quality and great taste, and known for elevating everyday moments of connection through food. ‘May your table always be full’ is a timeless, powerful brand adage that harnesses what Kerrygold stands for, which we believe is something everyone can relate to.”
“Our new campaign lands at a time of ‘golden opportunity’ for Kerrygold in the UK as the brand experiences strong and sustained growth. We aim to build upon this through: the creation of a powerful and distinctive brand positioning; investing in significant year-round marketing support; and an exciting pipeline of innovative NPD, the first of which will appear later this year.”
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