“Love Irish Dairy and it Loves You Back” in the new campaign
For the National Dairy Council
TBWA\Dublin creates a series of rib-tickling videos with ‘Bridget & Eamon’ director, Jason Butler.
Dublin, 21st May 2019 – Lots of people enjoy Irish Dairy. Some however, are limiting their consumption and they’ve forgotten just how good it tastes. But even more than that, they’ve forgotten the wide array of nutrients, vitamins and minerals Irish Dairy can offer them and their busy lifestyles. In this campaign TBWA\Dublin sets out to remind viewers that if you “Love Irish Dairy” it will “love you back with essential vitamins and minerals.”
Marketing Manager of the NDC Jeanne Spillane said “This is the second phase of Irish Dairy – The Compete Natural advertising campaign and aims to offer a fresh and inspiring approach to dairy for a younger generation. We deliberately wanted to inject some humour into these ads whilst also communicating the nutritional value and importance of dairy in the diet. Working across TV, radio, Online and Outdoor, we created a series of rib-tickling commercials to reflect the benefits of a healthy relationship with Irish dairy!”
Taking inspiration from classic love stories and romantic movie tropes, these tongue in cheek spots show our protagonist in various romantic scenarios. Each time we open on a heartfelt declaration, and each time we reveal the object of his affections is an item of Irish Dairy produce. But this isn’t an unrequited love, as there’s always a “Science Bit” to support the rekindling of their healthy relationship.
Shot over 3 days, a total of 20 different videos were captured. Director of Social & Content Andrew Murray notes that “In order to target a younger audience of various tribes, we broke from traditional campaign planning and adopted a digital-first, television-second sequence. The bulk of sequential storytelling takes place online through AV and social media – while the campaign will be extended through highly-targeted television spots which complement the main creative. It’s an approach that we’re now consistently taking to target that difficult to reach 18-30 cohort.” The campaign also includes OOH, targeted DOOH and radio.
TBWA\Dublin developed the campaign to provide a fun and memorable reminder of just how good Irish Dairy is, and the benefits consumers can lovingly enjoy as part of a balanced diet.
Creative Director Des Creedon concluded that “From our research we knew there was a real “Grá” for Irish dairy. Our job was to remind people of this. Because the moment you go back to real Irish milk, you know immediately you’ve been missing out big time on taste. But we also wanted to remind our audience that they may have been missing out on all its essential vitamins and minerals too”.
Client: The National Dairy Council
CEO: Zoë Kavanagh
Marketing Manager: Jeanne Spillane
Communications Manager: Cathy Curran
Nutrition Manager: Dr. Marianne Walsh
Creative Agency: TBWA\ Dublin
CEO: Deirdre Waldron
Creative Director: Des Creedon
Director of Social Media & Content: Andrew Murray
Senior Strategist: Aleesha Tully
Digital Creative Director: Geoff Barker
Agency Producer: Kate McEvoy
Art Director(s): Chelsey O’Connor / Zoe Perrin
Copywriter: Martin Corcoran
Social Media & Content Specialist: Tomás McCabe
Designer: Joe Collins
Agency Editor: Rupert Morris
Senior Account Manager: Rebecca Schatz
Account Executive: Alex Lloyd
Director: Jason Butler
DOP: Eleanor Bowman
Online Post-production: Promenade Studios
Editor: John Philipson
Grade: Eoghan McKenna
Sound: Liam Yelen
Photographer: Eoin Holland
For futher information contact:
Cathy Currran, Communications Manager, National Dairy Council
+353 1 290 2518 | firstname.lastname@example.org