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Kerrygold
Music Behind the Recipes
RAN IN: United States
CLIENT
Ornua Foods North America
Brian Cleere, Marketing Director
AGENCY
Larry Gies, Chief Strategy Officer
Shannon Smiley, SVP, Group Strategy Director
Susan Treacy, Executive Creative Director
Jeff Cenna, Creative Director
Anna Bleers, Client Service Director
Katherine Vicari, Account Supervisor
Brigid Slattery, Integration Strategist and Social Media Manager
PHD
Doug Salo, Group Director
Rachelle Holt, Associate Director
SUMMARY
To keep the Kerrygold top of mind with significantly less spend, our content needed to be more integrated and break through. So we created a program that brought together the richest ingredients to the Food Lover’s cooking experience: Kerrygold and music.
“Music Behind the Recipes” was the first-ever digital campaign that paired Spotify playlists with Kerrygold meal ideas to create unique chef-inspired “recipe soundtracks.”
As a result, we drove awareness and increased unit sales growth by 8 points despite a price increase and reduced media budget.
CASE VIDEO
Hero Medium: BRANDED CONTENT
Medium Featured On Video: BRANDED CONTENT,INTERACTIVE/ONLINE,MOBILE/TABLET,SOCIAL MEDIA,Influencer
Audience: Women
Objectives: Increase awareness
Type: Business to Consumer
Language: English
