Kerrygold Gives ‘Say Cheese’ a Delicious New Meaning

Kerrygold has launched 'Say Cheese. Think Kerrygold.', a new Irish campaign supporting the introduction of the brand’s first premium cheese range in Ireland.

Representing Kerrygold’s most significant innovation launch to date, the campaign marks the brand’s entry into the Irish premium cheese category and is rooted in 'Make It Gold', Kerrygold’s existing global brand platform. 'Say Cheese. Think Kerrygold.' brings that strategy to life locally through a distinctive creative idea designed to establish the range’s premium credentials from day one.

The integrated launch was delivered by Kerrygold’s agency partners across paid, earned and experiential channels. TBWA\Ireland developed the campaign strategy and creative; OMD led the media strategy and planning; and Hunter Media Group led PR and experiential activity, including the delivery of the consumer pop-up at Powerscourt Townhouse Centre.

Already recognised globally for its premium Irish butter and award-winning cheeses, Kerrygold is bringing its internationally renowned cheese expertise to Irish consumers through a new 15-product premium range.

Developed by TBWA\Ireland, 'Say Cheese. Think Kerrygold.' reimagines one of the world’s most familiar photographic expressions and transforms it into a distinctive brand asset. Rooted in the insight that life’s most memorable moments are often shared around great food, the campaign places Kerrygold at the heart of those occasions through a simple and memorable creative idea that can work consistently across consumer touchpoints.

To give the campaign a distinctive visual signature, TBWA\Ireland used a bold, high-flash photographic style that feels contemporary, editorial and unmistakably premium. The approach creates an instantly recognisable visual identity across executions while reinforcing the quality and provenance at the heart of the new range.

OMD developed the media plan to build fame and awareness while driving product discovery and trial. The campaign appeared across large-scale out-of-home, digital video, press, audio and social, using a connected mix of high-impact and targeted placements to reach consumers throughout the launch period.

Media activity included a custom-designed Kerrygold Dublin Bus wrap, which reflected the brand’s iconic identity; collaborations with Dublin tastemakers Char and Lovin’ Dublin to connect with a core foodie audience; and partnerships with The Irish Times Group and AudioXI to extend the campaign across multiple channels.

Hunter Media Group led the campaign’s PR and experiential programme, generating earned attention for the new range and bringing consumers closer to the product. The programme centred on a three-day Kerrygold Cheese Pop-Up at Powerscourt Townhouse Centre from 14–16 July, where visitors were invited to discover and taste the range. The event extended 'Say Cheese. Think Kerrygold.' into a live brand experience and created further opportunities for media, creators and consumers to engage with the launch.

Together, these elements reinforced one central campaign idea, creating a consistent brand experience across paid, earned and experiential activity while establishing Kerrygold’s premium cheese credentials.

Lynne Andrews, marketing director, Ornua Foods Europe, said, "This is a landmark launch for Kerrygold in Ireland and one that deserved a campaign to match. Introducing our first cheese range to Irish consumers gave us the opportunity to tell a new chapter of the Kerrygold story while staying true to everything people already know and love about the brand.

Working with TBWA\Ireland, OMD and Hunter Media Group, we've created a campaign that feels distinctive, contemporary and unmistakably Kerrygold, while giving consumers multiple opportunities to discover and experience the new range."

Michael Ryan, head of art, TBWA\Ireland, said, "Launching a new cheese range wasn't simply about introducing new products; it was about giving Kerrygold a distinctive place in the category from day one.

'Say Cheese. Think Kerrygold.' takes a phrase people instinctively know and gives it new meaning through the brand, creating a platform that's immediately familiar while being unmistakably Kerrygold. Working alongside OMD and Hunter Media Group, we've been able to build that idea consistently across every touchpoint, creating a launch that's bigger than any individual execution."

The Kerrygold Premium Cheese Pop-Up took place from 14–16 July at Powerscourt Townhouse Centre, Dublin 2.