Kerrygold Butter in agency talks over £2m ad business

Kerrygold Pure Irish Butter is in the early stages of talks with agencies about a review of the &£2m advertising business for its Pure Irish Butter brand.

The company has worked with DFGW on a project basis since the end of 2004 and it is understood it is monitoring the success of its current campaign, which the agency created last year, as part of the review.

Kerrygold marketing controller Alison Palmer says the brand is looking at the campaign but claims it is “too early to evaluate the situation after the first burst of advertising, and it’s still too early to make any decisions”.

Earlier this summer, the company launched Kerrygold Lighter Softer Butter as part of a strategy to introduce healthier products. The launch has been supported through the television campaign as well as money-off vouchers and sampling, and a supermarket roadshow.

Kerrygold also produces a Garlic and Fresh Herb version of its butter and a range of cheeses that includes Vintage Irish Cheddar and Dubliner Cheese.

The advertising campaign focuses on the provenance of its products, highlighting their Irish heritage, in an effort to counter the pressure from importers of dairy products outside the European Union.

New Zealand butter manufacturers have been hit by an EU ban on imports after the European Commission ruled it would not issue any new import licences.

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