CLIENT
Kerry Foods
Michelle Daly Lennon, Dairygold IoI Portfolio & International Marketing Manager
Victoria Southern, Category & Marketing Director, Grocery Brands & Snacking
Mary Claire Lynch, Brand Manager
AGENCY
Lorna Tutty, Senior Strategist
Sarah Murphy, Senior Account Director
Alex Ingardfield, Creative Director
Emmet Heneghan, Copywriter
Steve Clifford, Art Director
Michelle Pons, Creative Strategist
Rian McCarthy, Senior Account Manager
Aoife Lehane, Account Manager
Aisling Clarke, Senior Art Director
Laura Fitzgerald, Senior Copywriter
Emma Sharkey, Chief Strategy Officer
Jen Speirs, Executive Creative Director
Jimi McGrath, Managing Director
Shane Kelly, Associate Strategy Director
Darius Pasalar, Head of Planning
Aisling O'Dwyer, Senior Producer
Denis Horan, Producer
Katie Cleary, Senior Strategist
Goosebump
Sarah Clinton, Group Account Director
Grace O'Donohoe, Senior Account Manager
Orla Reardon, Senior Account Executive
Mark Nutley, Creative Partner
David O'Donovan, Senior Art Director
Ronan Dempsey, Senior Graphic Designer
Denstu Ireland
Ciara Lawler, Business Director
Ciara Duffy, Senior Account Manager
Deborah Tracey, Account Director
Georgia Hickey, Paid Social Director
Saumya Jaison, Programmatic Manager
SUMMARY
In most markets fewer than 30% of brand extensions succeed. Few of those have to overcome an inherent contradiction between the product and the brand’s DNA: like plant-based vs dairy heritage. Fewer still have to engage a new segment and reboot their comms model to connect to them. This marketing effort helped a line extension not only stand on its own two feet, it offset declining penetration for Dairygold by exceeding sales and repeat purchase KPIs through a dynamic comms model that provides a playbook for modernising the master brand.
