Kerrygold has extended their global reach with the launch of their milk range onto the Chinese market.

Intelligence through research

From initial briefing we worked very closely with the Kerrygold Chinese marketing team doing extensive consumer research. Getting inside the minds of the Chinese consumer and understanding their motivational drivers was fascinating. Research sessions unearthed nuggets of vital insights and information that formed the basis for Kerrygold positioning. Some of the key triggers that we identified that really connect with consumers surround purity, trust and origin. A growing appetite for western foods has opened the way for dairy to become an acceptable and desirable addition to their diet. The collective psyche surrounding the one child rule is a huge social motivator and influences directly upon purchasing behavior. Crafting and prioritising communication to take account of these factors was a central part of the project. We established an Irish origin, geographically placed it, crafted Ireland’s relevance in terms of purity and trust in a Chinese context. Harnessing the consumer movement toward western food and their focus on the child, we crafted the consumer messaging around milk, its benefits and role for childhood development. The strongest concept features a prominent graphic symbol that anchors the branding, giving loads of oomph on the shelf and supported with a vibrant colour palette.