Brief：
This is a socially-driven campaign promoting Kerrygold’s Classic Salted Butter, specifically targeting its lowest-engaged demographic: Gen Z.
Client: KerryGold UK
Target Audience: Young professionals, students, and recent graduates
Benefits: Passionate about food, enjoy creating a cozy home environment, and value meaningful connections with friends.
Tone of Voice: Authentic, friendly, and, when appropriate, humorous.
Creative Solution：
Hashtag Design
Since Kerrygold is priced slightly higher than standard butter brands, it’s important to give people a clear reason why it’s worth the investment. This isn’t just any butter; it’s a superior butter—a ‘superbutter’ that offers a rich taste, quality, and heritage that stand above the rest. That’s why I developed the hashtag #MoreThanAButter to capture Kerrygold’s essence. It’s a reminder that Kerrygold is not just a spread or ingredient, it’s an experience, crafted to elevate every meal and make it truly memorable.
•More Than A Butter, it’s an everyday luxury
The first aspect centers on the luxury and premium quality of the brand, communicating what truly sets this butter apart. It’s about giving people a sense of what goes into Kerrygold butter, both in ingredients and in heritage. This message aims to evoke the essence of our main hashtag, providing an overarching feel of why Kerrygold is #MoreThanAButter.
• More Than A Butter, it’s grass-fed magic
The second aspect highlights Kerrygold’s unique quality as a grass-fed butter, emphasizing its natural origins and the 'magic' that comes from Ireland's lush, green pastures. This isn’t just butter—it’s crafted from the milk of grass-fed cows, giving it a rich, creamy flavor and golden hue that can’t be found in standard butters. The 'grass-fed magic' speaks to both the quality and authenticity of Kerrygold, making it #MoreThanAButter. it’s an experience rooted in nature and tradition.
•More Than A Butter, it’s a brick to build home
The third aspect positions Kerrygold as a key ingredient in building a cozy, welcoming home. as its rectangular shape resembles a real brick in architecture. More than just butter, it’s a ‘brick’ that adds warmth and comfort to every meal, turning everyday moments into something memorable. Kerrygold isn’t just #MoreThanAButter. it’s a part of what makes home feel like home.
Tool: Adobe Illustration, Adobe After Effect