Dairy producer Kerrygold’s marketing in the US requires both information and inspiration: our challenge is to inform distributors, food editors, and grocers about the product, while inspiring influencers, bloggers, and home cooks to use their butters and cheeses. Campaigns combining business-to-business and consumer-driven messaging are developed, relying on the key differentiator of the brand: all products are made from the milk of grass-fed cows from Ireland’s dairy farms.
