World Milk Day

May–July 2022

Three-day mall activation plus influencer-led storytelling and an interactive online competition to spotlight Irish milk for World Milk Day.

Overview

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.

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, supported by influencer-led storytelling and an interactive online competition that encouraged consumers to create and share their own milk-based recipes.

• 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.