Dairygold: Dairygold Make A Minute

Dairygold, a supplier of premium cheeses and dairy nutritionals, launched its 'Make a Minute' campaign to encourage busy Irish consumers to take a minute to enjoy the simple things in life, like sitting down and having breakfast.

Campaign details

Agency: Guns or KnivesCountry: Ireland

Background

In 2016, Dairygold was in decline. While our target audience of time-poor foodies grew up with Dairygold and have always appreciated it along with all the other great food they love, some have now switched brands as they've grown older. One thing in our favour was that they still retained strong, fond memories of the brand.

We wanted to create a new energy around Dairygold, one that would strengthen its equity, as well as reinforcing and growing the brand's connection with Irish people, cementing its place at the centre...

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