The New Look Of Natural

Fresh Perception: Kerrygold's Rebranding of Powdered Milk in the Caribbean.

Recognition: BEST IN SHOW - Point of Purchase Display

In the Caribbean, Kerrygold challenged misconceptions about powdered milk's artificiality with a bold, playful campaign promoting its natural goodness.

Services

360 Degree Campaign, Point of Purchase, Social Campaign

Client

Kerrygold

Year

2019

Role

Creative Director,

Lonsdale Saatchi & Saatchi

Challenge

For decades, powdered milk has been a staple in Caribbean households, yet misconceptions persist about its quality and authenticity.

Kerrygold sought to dispel these myths and reposition its powdered milk as a natural, wholesome choice for consumers. The challenge was to change perceptions and educate consumers about the purity and nutritional value of Kerrygold powdered milk, overcoming the assumption that dried milk equates to artificiality. Through a multi-channel campaign, Kerrygold aimed to capture the attention of Caribbean consumers and reshape their understanding of powdered milk.

Goal

The goal of the campaign was to communicate Kerrygold's commitment to quality and natural ingredients, positioning its powdered milk as a trusted and nutritious option for families across the Caribbean.

By leveraging digital, point of sale, print, and outdoor assets, the campaign aimed to create a vibrant and engaging narrative that highlighted the brand’s values and product benefits. Through bold visuals and playful messaging, Kerrygold aimed to capture the imagination of consumers and instil confidence in the authenticity and goodness of its powdered milk.

Result

Through a series of digital, point of sale, print and outdoor assets we created a bold, exciting and playful campaign that got the Caribbean mooooving!

The campaign proved to be a resounding success, sparking renewed interest in Kerrygold powdered milk and challenging long-held perceptions about powdered milk’s quality. By communicating the message of “The New Look Of Natural,” Kerrygold effectively positioned itself as a leader in the powdered milk category, earning consumer trust and loyalty. The campaign’s playful and engaging approach resonated with Caribbean consumers, driving increased sales and solidifying Kerrygold’s reputation as a provider of natural, high-quality dairy products.