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Kerrygold – Tales from the Meadow


We wanted to tell Kerrygold’s provenance brand story, grass fed cows, in the most interesting way to cut through versus their competitors.


We had fantastic creative direction from Karmarama that delivered against the provenance route with ‘Tales from the Meadow’, however initial creative routes limited it to traditional press formats. Rocket felt passionately that the proposition should exist beyond a 25 x 4. We therefore worked collaboratively with the creative agency, client and media owner to create an integrated publishing campaign that took it from on-pack to online.

We ran a partnership with The Guardian which kicked off by giving away a children’s book in a poly-bagged edition of The Guardian on Saturday. ‘The Tales of City Sue’ explained the story of happier cows who spent more time outside, without overtly spreading Kerrygold on toast! Also in this edition was a wall chart, and throughout the six-week partnership there were various other creative placements such as double page spreads, a colour-in coverwrap, print display value and digital takeovers. Everything was also hosted on an online hub to find out more about Kerrygold, the book, the author and further content.


  • Half a million copies of ‘Tales of City Sue’ were distributed. Average dwell time on our content hub was 3 and a half minutes; double the average of other branded hubs.

  • Crucially, the brand story cut through, with an uplift from 12% to 21% in ‘desirability’ post-campaign.

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