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 Ireland’s favourite spread into as many Irish hearts as it was in fridges.
Spreading straight from the fridge for over 30 years, Dairygold has a heritage of giving people time back. Now the brand is urging people to use that time to do something that matters to them – to #MakeaMinute for the ‘good stuff’.
The new campaign launched with unbranded ambient street art in sites around Dublin, starting a social conversation on Twitter and Instagram with #MakeaMinute. Dairygold’s involvement was then revealed with a social film asking people what they would do with an extra minute.
Account Director at ROTHCO, Catriona Ní Laoire says: “This was a unique and genuinely very new approach to production for Dairygold. A brief went out to aspiring filmmakers 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.”
Following social media seeding, a heart-warming 60” commercial directed by B-Reel Films’ Bastian Glaessner, launched on Irish television. 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.
Commenting on the campaign, Senior Brand Manager at Kerry Foods, Michelle Daly Lennon, said: “We made the brave decision to put this campaign in the hands of the public and they certainly delivered for us. Make a Minute for the good stuff is a new and exciting territory for the brand based on an insight that is true for consumers everywhere. We want to encourage the Irish nation to make time for what matters to them & to celebrate the small meaningful moments in life that make it worth living.”
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.
Dairygold’s #MakeaMinute campaign was created by Rothco in partnership with Vizeum, Guns or Knives and Goosebump.