Core Creative has created a new campaign for the National Dairy Council aimed at strengthening younger consumers’ connection with Irish dairy after research found a significant gap between 18–24-year-olds and the wider adult population.
According to research commissioned by the NDC, 74% of Irish adults say they feel proud of the Irish dairy sector, but this falls to 55% among 18–24-year-olds.
The difference is even more pronounced when consumers are asked about the international reputation of Irish dairy. While 75% of adults believe the quality of Irish dairy is unequalled globally, just 49% of 18–24-year-olds agree.
Some 84% of adults also believe dairy farming is an important part of Irish history and culture, compared with 69% of the youngest adult cohort.
The research, carried out among a nationally representative sample of 1,010 adults aged 18 and over in May, also found that 80% of Irish adults believe the dairy sector should be protected and supported, compared with 60% of 18–24-year-olds.
In addition, 78% of adults agree with the statement that “what is good for Irish dairy farmers is good for the Irish nation”, falling to 63% among younger adults.
The findings have informed the NDC’s latest campaign, “A True Irish Legend”, which has been developed by Core Creative and will run across television, streaming, radio, digital, social and outdoor advertising.
Social assets for the campaign are being managed by Granite while media is being handled by OMD.
Drawing on Irish mythology, the campaign positions the country’s dairy cows as “true Irish legends”.
Filmed on Dermot Phibbs’ dairy farm in Blessington, Co Wicklow, the ad centres on a misunderstanding between the two characters. As Cú Chulainn recounts his legendary exploits, Seání assumes he is talking about Ireland’s pasture-based dairy cows.
The campaign follows separate NDC research which found that, while 72% of adults have seen a cow being milked, only 39% of parents with children under 12 say their child has had the same experience.
The NDC says that this reflects a broader generational shift in the relationship between consumers and food production.
CEO, National Dairy Council: Emma Walls said the overall picture remained positive but that the difference among younger adults required attention.
“The national picture is very positive and, importantly, pride in Irish dairy and recognition of its quality remain consistently high from age 25 upwards. But the 18–24 age group stands out, and we need to pay attention to the disconnect that is emerging within this specific cohort,” she said.
“Many younger people today simply have less direct exposure to farming than generations before them.
“We cannot assume that the understanding and connection previous generations had with farming will automatically carry forward. Our new campaign, ‘A True Irish Legend’, is one of the ways we are responding to that challenge, by telling the story of Irish dairy in a way that is entertaining, distinctly Irish and relevant to audiences who may never have set foot on a dairy farm.”
The campaign will also encourage consumers to look for the National Dairy Council Guarantee when buying milk and cream. According to the NDC, 68% of adults associate the guarantee with quality dairy they trust.
Credits
Creative Agency: Core Creative
Creative Partner: Rob Murray
Creative Directors: Helena Jones, Mark Tuthill
Copywriter: Craig Robinson
Designers: Gary Finnegan, Barry O’Reilly
Head of Production: Andrew Couihan
Executive Producer: Jess Derby
Producer: Sinead Farrelly
Production Company: Strange or Startling Films
Director: Rory Hanrahan
Executive Producer: Mags Levingstone
Producer: Keeva Bolger
DOP: Aidan Gault
Post Production: Screen Scene
Sound Post: Scimitar Sound
Music Supervision: Pure Sync
Photography: Kevin Griffin
Retouching: Walter Maclachlan
Media Agency: OMD
Social Agency: Granite
