Kerrygold wants to butter audiences up with music

What’s your cooking theme song? When I come home and catch a waft of Vegan goodness coming from the kitchen, it’s always my wife cooking and listening to probably, The Doors.

For me, if I’m in the kitchen making my famed slow-cooker five alarm chili (non-Vegan), I’m probably listening to Earth, Wind and Fire or Jill Scott.

According to a new toe-tapping influencer marketing campaign from Kerrygold, we ain’t alone. The Irish butter brand has launched a new toe-tapping influencer marketing initiative built around the insight that people don’t just cook, they also look up music to play to add to the experience of cooking.

It’s backed by a national survey of women ages 25-55, 76% of respondents said they listen to music while cooking and their top reason was because it makes it more enjoyable.

The new campaign, from Chicago’s Energy BBDO, features new Kerrygold recipes developed by influential chefs with Kerrygold’s range of butter, cheese and Irish Cream Liqueur. Each unique recipe has a corresponding Spotify playlist to be played in the kitchen while making the dish.

The playlists match the mood of the recipe – lively for a group brunch, romantic for a date night dish – as well as the rhythm of chopping or the calm of baking and waiting for a cake in the oven.

Feel the urge to make a Vegetable Gratin? Accompany it with author Alison Roman’s modern, upbeat tracks for a healthy weeknight meal. How about a nice Rigatoni and Cheese sauce? Happy, light and upbeat tracks that keep Chef Kristen Kish’s kitchen running efficiently, but not hectic. Other playlists include:

Playlists include:

Alison Roman’s Vegetable Gratin – modern, upbeat tracks for a healthy weeknight meal. https://open.spotify.com/playlist/3ZAQ8IXylFToDEHPZJVe80?si=iF3UOy37TDe4gIu1BBrzxw

Kristin Kish’s Rigatoni & Cheese Sauce – Happy, light and upbeat tracks that keep Chef Kish’s kitchen running efficiently, but not hectic. Perfect for a Saturday night date night dancing around the kitchen.https://open.spotify.com/playlist/3w9UWMs4wCDVXkuML2u23d

Jenner Tomaska’s Potato and Aged Cheddar Pave – Joyful tracks that keep you humming while slicing potatoes and stirring in the Kerrygold Aged Cheddar. https://open.spotify.com/playlist/2wjRtCJid7FrpqfxCSqnTK

Ellen King’s Irish Cream and Oat Scones – Slow and steady tracks with a calming quality that match the zen of baking, setting your mind in a slightly foggy, rocky ocean view while pouring in the Kerrygold Irish Cream.
https://open.spotify.com/playlist/5motGIMH9hSWjj65RreNwl

The campaign also features an awareness video called “Cow Concert,” starring the contemporary Irish group I Draw Slow playing a concert for the Kerrygold cows right where they graze freely on the lush pastures in Ireland. The film is running across the brand’s social channels including YouTube and Facebook and directs viewers to the new influencer chef content. Watch below:

In the coming weeks, each influencer chefs will be launching their Kerrygold recipes and paired playlists on their own social channels. This digital campaign is supported with a fully integrated marketing effort across YouTube, Facebook, Instagram, Pinterest, and programmatic.

Time to put on some jams and get cooking!

 
Credits
Kerrygold USA:
   President, Ornua North America: Iarlaith Smyth
   VP Sales and Marketing: Lisa Miller
   Marketing Director: Brian Cleere
   Marketing Executive: Kyle Wehr
   Marketing Executive: Ali Vinci