Kerrygold selects Born Social for global social remit

Born Social will lead social strategy, creative, reactive content, production and measurement for Kerrygold in the UK, Germany, Ireland and the US.

Kerrygold has appointed social-first creative agency Born Social as its global social media agency of record following a four-way competitive pitch, tasking the agency with strengthening the dairy brand's presence across key international markets.

Born Social will lead social strategy, creative, reactive content, production and measurement for Kerrygold in the UK, Germany, Ireland and the US. The appointment also gives the agency a UK social remit for Pilgrim's Choice, another brand in parent company Ornua's portfolio.

Born Social to lead global social strategy

The remit covers global strategic and creative development, always-on and reactive content, and localised content supported by measurement and reporting frameworks. Born Social will use a community-driven, co-creation model, drawing on its creator network to develop locally relevant content for food audiences.

The agency will focus on strengthening Kerrygold's brand salience, love and loyalty among a broad consumer audience. It will also seek to expand the brand's existing fanbase while building cultural relevance and emotional connections through social media.

Kerrygold targets growth through culture and community

Rafay Agha, Global Head of Digital, Kerrygold: "Kerrygold has the heritage, the fanbase and the cultural gravity to define a category. The question was never whether we had that; it was how to make more people feel it. Our Kerrygold brand trip and award-winning Allday Goods collaboration are proof of work that resonates far beyond food, is loved the world over and has driven real growth over the last two years. Born Social are the partner to take us into what comes next: thinking in culture, co-creating with creators and community, driving measurable results globally and keeping the local richness that makes content land with the food lovers and fanatics who already champion this brand, and bringing in the ones we're yet to welcome into the Kerrygold world."

Abbey Mills, Chief Client Officer, Born Social: "What makes this particularly interesting is the chance to transform Kerrygold's social presence at a global level, while keeping it grounded in local nuance and doubling down on its distinctiveness and what makes people love it. The passion and ambition of the Kerrygold team to push the brand creatively really stands out; it's a perfect fit for our creator network model, combining localisation with co-creation to build more meaningful creative and connections with the Kerrygold community. We're so excited to build on our experience with brands like Guinness and Smirnoff, and it's also an opportunity for us to go deeper in community-driven FMCG marketing and create even more work that really resonates at scale."

Agency builds momentum in FMCG

The Kerrygold appointment follows Born Social's account wins from Premier Inn, Nikon and Stanley. The agency said the growth reflects increasing demand for its creator network and a wider move among FMCG brands towards community-led and co-created brand building.

www.kerrygold.com

www.bornsocial.com

Kerrygold's global social account was previously held by 1000heads.

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