The Lowdown:
Dairygold, the market leader in the Irish spreads category has embarked on a new campaign for the brand this summer with its new agency ROTHCO.
According to ROTHCO’s Chief Strategy Officer, Emer Howard, the challenge was to get Irelands favourite spread into as many Irish Hearts as fridges.
Spreading straight from the fridge for over 30 years, Dairygold has a heritage of making people time. Now the brand is urging people to use that time to do something that matters to them – to make a minute for the Good Stuff.
The new campaign launched with unbranded ambient street art in sites around Dublin, starting social conversation on Twitter and Instagram with #MakeaMinute. The media agency on the account is Vizeum.
Dairygold’s involvement was then revealed with a social film asking people what they would do with an extra minute.
On 1st July, a 60” commercial hit the screens. Directed by Bastian Glaessner this unique production features more than 60 individual clips of the good stuff, pieced together from over 2,500 submissions filmed by members of the public. In addition to the 60” ad, there are 40” and 20” cutdowns; a fully integrated digital and social campaign; as well as a wealth of activations and in-store activity to help consumers engage in the campaign and Make a Minute for the Good Stuff.
Account Director at ROTHCO, Catriona Ni Laoire says ‘This was a unique and genuinely very new approach to production for Dairygold. A brief went out to aspiring film makers along with members of the public to capture and submit their minutes of the good stuff. The challenge was to weave these authentic minutes together to communicate the new positioning for the brand and to present what the good stuff really means to Irish people’.
To see more of the campaign, visit www.facebook.com/yourdairygold.
Credits:
Client: Dairygold Kerry Foods
Agency: Rothco
Agency Producer: Barbara Chaney / Karina Cotter
Art Director: Rob Murray
Copywriter: Shane O’Brien
Finished Art: Dave Gallagher
Account Director: Caitriona Ní Laoire
Strategy: Emer Howard & Darius Pasalar
Digital Strategy: Emer Fitzgerald
Director/Photographer: Bastian Glaessner
Music: Oh Honey ‘Take All The Time You Need’
Post Production: UNIT
Producer: Tom Knight
Production Company: B-Reel Films UK
Editor: Elena De Palma
Media: Vizeum
Sound: Avondale Studios
Music Supervisor: John McCallion
