Kerrygold — World Milk Day

Challenge

To leverage World Milk Day as a strategic moment, Bord Bia partnered with Ornua's Kerrygold to increase awareness of the quality and nutritional benefits of Irish milk among Nigerian consumers.

Approach

The campaign combined on-ground engagement with digital amplification to drive both awareness and participation. In the lead-up to World Milk Day, a three-day offline activation was delivered across select malls to spark curiosity and introduce consumers to the brand through direct interaction — supported by influencer-led storytelling and an interactive online competition that encouraged consumers to create and share their own milk-based recipes.

Outcomes

• Successfully executed a three-day mall activation with strong foot traffic and consumer participation.
• Reached over 12 million users across digital and social platforms.
• Delivered over 330% value add on influencer media spend through 40 content pieces and mentions.
• Increased Kerrygold's Instagram following by 20% between May and July 2022.