Home Campaigns Ad of the Week Ad of the Week: National Dairy Council Targets Younger Consumers in New...

    Ad of the Week: National Dairy Council Targets Younger Consumers in New Campaign

    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”.

    Credits:

    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

    Production:
    Director: Jason Butler
    DOP: Eleanor Bowman
    Online Post-production: Promenade Studios
    Editor: John Philipson
    Grade: Eoghan McKenna
    Sound: Liam Yelen
    Photographer: Eoin Holland