Ornua launches its largest ever Kerrygold UK campaign, featuring Nicola Coughlan, to boost premium butter and cream cheese sales as brand growth accelerates.
Alpha Score of 63 reflects moderate overall profile with strong momentum, moderate value, moderate quality, strong sentiment.
Ornua is turning up the marketing spend on its Kerrygold brand in the UK with what it calls the largest above- and below-the-line campaign to date. Running from mid-August through October, the "Make It Gold with Kerrygold" push covers digital TV, social media, and retail channels. The creative, produced by BBDO, features Irish actress Nicola Coughlan, best known for roles in Derry Girls and Bridgerton.
The campaign supports the full Kerrygold masterbrand, including its butters, spreads, and the recently launched cream cheese. Kerrygold is already the UK's No. 1 block butter brand by volume, according to the company. The extra marketing outlay comes at a time of "strong and sustained growth" in sales, distribution, and product range, senior brand manager Lucy Hay said in a statement.
"Our campaign celebrates what makes Kerrygold's Irish grass-fed dairy products truly special," Hay said. "Nothing brings people together quite like food, so why settle for good when you can have gold?" The company is betting that premium positioning – grass-fed provenance, Irish origin, and a taste profile that commands a price premium – can keep pulling shoppers away from own-label butter.
The UK butter market has seen steady value growth as consumers trade up, even with inflation pressuring household budgets. Kerrygold competes directly with brands such as Lurpak and Anchor, as well as supermarket private labels. A branded marketing blitz during the autumn cooking and baking season could reinforce shelf positioning ahead of holiday demand.
Hay noted that the campaign is the largest single support package for Kerrygold in the UK market. The timing coincides with back-to-school meal planning and the lead-up to Christmas preparations – both periods when butter usage peaks in home kitchens.
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