The Lowdown:

Powered by Dairy, a new campaign created and produced by KICK Advertising & Design to communicate expert-based facts and not fads that highlight the role dairy can play in sports nutrition, re-hydration and recovery. This is an integrated campaign comprising Radio, Press, Outdoor, Social & Digital media is focused on enticing consumers to watch behind-the-scenes footage of NDC ambassador’s rugby players Rob and Dave Kearney trying their hand at new and different types of Olympic sports.

A documentary style production filmed as part of a new NDC tie-up with the Irish Institute of Sport (IIS), shows footage of the Kearney’s, testing their skills with elite Irish Olympians; Rowers Paul & Gary O’ Donovan, Boxer David Oliver Joyce, Diver Oliver Dingley, Pentathlete Natalya Coyle, Paralympic swimmer Ellen Keane and para-cyclists Katie – George Dunleavy & Eve McCrystal, while learning about their training and fitness regimes.

Zoë Kavanagh, chief executive, National Dairy Council (NDC), says the campaign sets out to reach sports fans at all levels.

“In an on-line world that has so much information bombarding people, it is difficult to separate the facts from fads. Our campaign showcases elite athletes who include dairy in their nutrition mix sharing their knowledge and expertise across all aspects of sport, nutrition, recovery and training. Dairy is a great source of nutrients and our campaign focuses on expert-based facts, not fads. With these messages and elite athletes who enjoy dairy while competing at such an elite level we see this campaign as the funnel that illustrates the positives when people include dairy in their diet,” Kavanagh said.

The campaign draws a new partnership with the IIS and includes its head of performance nutrition, Dr Sharon Madigan, in clips of nutritional tips and insights for sports fans.

The campaign was launched in conjunction with a new corporate website designed and developed by KICK.


Agency: KICK Advertising & Design
Advertiser: The National Dairy Council
Title: Powered by Dairy
Planner: Neil McKenna
Copywriter: Kevin Murray
Art Director: Garret Byrne
Designer: Richard Heffernan
Account Director: Stephen Bradshaw
Account Manager: Triona O’Brien
Client: Zoe Kavanagh
Director: Stu Teehan
Production Company: Gaslight
Producer’s: Dave Davin & Mick O Connell
Post production: Gaslight

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