TBWA\Dublin has created a new advertising campaign for the National Dairy Council.
The campaign, called ‘Love Irish Dairy and it Loves You Back’, is aimed at reminding consumers of the benefits of including dairy in their daily diet, particularly younger consumers.
“This is the second phase of Irish Dairy – The Compete Natural advertising campaign and aims to offer a fresh and inspiring approach to dairy for a younger generation. We deliberately wanted to inject some humour into these ads whilst also communicating the nutritional value and importance of dairy in the diet. Working across TV, radio, Online and Outdoor, we created a series of rib-tickling commercials to reflect the benefits of a healthy relationship with Irish dairy,” says Jeanne Spillane, Marketing Manager of the NDC.
Shot over three days, a total of 20 different videos were captured. Director of Social & Content Andrew Murray notes that “In order to target a younger audience of various tribes, we broke from traditional campaign planning and adopted a digital-first, television-second sequence. The bulk of sequential storytelling takes place online through AV and social media – while the campaign will be extended through highly-targeted television spots which complement the main creative. It’s an approach that we’re now consistently taking to target that difficult to reach 18-30 cohort.” The campaign also includes OOH, targeted DOOH and radio.
TBWA\Dublin’s Creative Director Des Creedon adds: “From our research we knew there was a real “Grá” for Irish dairy. Our job was to remind people of this. Because the moment you go back to real Irish milk, you know immediately you’ve been missing out big time on taste. But we also wanted to remind our audience that they may have been missing out on all its essential vitamins and minerals too”.
Client: The National Dairy Council
CEO: Zoë Kavanagh
Marketing Manager: Jeanne Spillane
Communications Manager: Cathy Curran
Nutrition Manager: Dr. Marianne Walsh
Creative Agency: TBWA\ Dublin
CEO: Deirdre Waldron
Creative Director: Des Creedon
Director of Social Media & Content: Andrew Murray
Senior Strategist: Aleesha Tully
Digital Creative Director: Geoff Barker
Agency Producer: Kate McEvoy
Art Director(s): Chelsey O’Connor / Zoe Perrin
Copywriter: Martin Corcoran
Social Media & Content Specialist: Tomás McCabe
Designer: Joe Collins
Agency Editor: Rupert Morris
Senior Account Manager: Rebecca Schatz
Account Executive: Alex Lloyd
Director: Jason Butler
DOP: Eleanor Bowman
Online Post-production: Promenade Studios
Editor: John Philipson
Grade: Eoghan McKenna
Sound: Liam Yelen
Photographer: Eoin Holland