Monday 6th April 2020: Today the National Dairy Council has launched a new TV campaign to be aired on prime times slots from this evening. Covid-19 has created huge uncertainty for us all but the one thing we can continue to rely on is fresh high quality Irish food, thanks to the hard working farmers of Ireland. We need to celebrate the reliability and trust in Irish Dairy that’s always been there.
The ads showcase the stunning footage of Irish farms created for the NDC & Kerrygold Quality Milk awards which have been running since 2010. These high impact visuals tell the story of hard working farmers, caring for their land and their grass-fed cows. The ad closes with fresh milk being poured, paired with in-home consumption moment.
Speaking about the campaign, Jeanne Spillane, Marketing Manager NDC commented; “It is the resilience of Irish dairy farmers that keeps our fridges stocked with quality dairy 365 days a year. By telling this great story through TV, radio & social, there is an opportunity to reconnect consumers with natural food production and the viral role Irish dairy farmers play in keeping the country fed and nourished. We are extremely proud to unveil this important campaign.”
The 30-second TV and radio ads are supported by a paid social media and PR campaign. NDC has worked with TBWA/Cawley Nea and OMD media agency to secure premium high viewer spot buys in 6pm news and 9pm news. In addition to this we have a general campaign across RTE, Virgin Media, Sky and Channel 4 group. Further amplifying the message, we are running two weeks of national radio to coincide with this.
The ad campaign also showcases the NDC Guarantee mark which was introduced in 2009, a packaging mark giving consumers in the Republic of Ireland the reassurance of knowing that if they buy milk or cream with the NDC Guarantee, it is both farmed and processed locally. The NDC Guarantee appears on 350 milk and cream products across the country, ranging from brand leaders to ‘private label’ or ‘own label’ products. This amounts to hundreds of pack types and sizes across many products.
Well-known Irish Broadcaster Doireann Garrihy narrates the powerful ads. As one of the nation’s most popular broadcasters with her prime time show (2FM Breakfast), her authenticity, likeability and recognisable voice adds an additional layer of advocacy to farmers.
Doireann said “I am delighted to be fronting this campaign on behalf of the National Dairy Council who I have worked with over the last number of years. My uncle is a dairy farmer and so it is very much part of my heritage and I am passionate about celebrating the amazing Irish farmers who produce quality food 365 days a year”.
While the positive credentials of Irish dairy are longstanding and plentiful, the gap between food origin and consumer is growing. At the same time, consumers are demanding natural sustainably produced food – transparency, authenticity, taking responsibility for your health and your environmental impact. The National Dairy Council recognises the opportunity to reconnect consumers with natural food production and showcase that in Ireland our unique grass-based system coupled with our family farming system is what really sets Ireland apart.For futher information contact:
Cathy Currran, Communications Manager, National Dairy Council
+353 1 290 2518 | firstname.lastname@example.org