Irish dairy brand Kerrygold has appointed digital agency Born Social as its new global social media agency of record, following a four-way competitive pitch.
The agency, which takes over from 1000heads, has also been appointed to the UK social remit for Pilgrim’s Choice, sister brand within parent company Ornua’s portfolio.
The move will see Born Social act as Kerrygold’s global social partner, leading strategy, creative, reactive content, production and measurement across key markets including the UK, Germany, Ireland and the US.
The remit spans global strategic and creative development, always-on and reactive content, and the delivery of localised content, supported by measurement and reporting frameworks.
The approach will be rooted in a community-driven, co-creation model, tapping into Born Social’s creator network with the aim of producing authentic, locally relevant content that connects with food audiences and creators.
Born Social has also been tasked with helping Kerrygold transition into its next phase of growth by strengthening brand salience, love and loyalty across a broad consumer audience, while growing its already strong fanbase and driving greater cultural relevance and emotional connection through social.
Kerrygold global head of digital Rafay Agha said: “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.”
Born Social chief client officer Abbey Mills added: “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.”
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