Research commissioned by the National Dairy Council (NDC) has found that while almost three-quarters (74%) of Irish adults say they feel proud of the Irish dairy sector, this figure falls to just 55% among 18- to 24-year-olds, highlighting a weaker sense of connection with Irish dairy among younger consumers.

To help address this gap, the NDC has launched ‘A True Irish Legend’, a new nationwide campaign celebrating Irish dairy, Ireland’s pasture-based farming system and the farmers behind it.

The campaign aims to challenge common misconceptions about Irish dairy and give consumers a better understanding of where their dairy comes from, how it is produced and the role Ireland’s temperate climate plays in supporting a predominantly grass-based system.

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Cast

It stars Séamie Seán Brennan, who was born in Cavan and is growing up in Donegal, as a very young farmer, Seanie, alongside actor Gavan O’Connor-Duffy, who plays the legendary Irish warrior Cú Chulainn.

The voiceover is delivered by Síle Seoige and for those who enjoy nostalgia, the ads carry a musical refrain from the familiar ‘dem bones, dem bones need calcium’ melody from previous NDC ads.

Filmed on a dairy farm in Co Wicklow, the campaign showcases Ireland’s landscape and pasture-based farming system, with the rolling Wicklow hills providing the backdrop.

Dermot Phibbs, who farms near Blessington and supplies Tirlán, opened up the gates of his scenic farm to the NDC, creating the backdrop for the ad.

NDC ambassador and Olympic medallist Paul O’Donovan also features in one of the ads.

Pride

“Ireland’s dairy sector is a huge source of pride, not only for our farmers but for our wider public. It benefits each of us, in terms of our health, our communities, our national economy and our global reputation,” NDC CEO Emma Walls commented.

“Ireland’s dairy is world class because of our grass, our pasture-based system and our farmers’ commitment to more sustainable actions.

“It’s time to celebrate that success and feel proud. Irish dairy is legendary all over the world and our new communications platform reminds us how special our natural advantages are through humour and storytelling.

"Cú Chulainn finds out that he is not the only legend in the village; from Seamie, our young farmer, to Olympian Paul O’Donovan, to Irish dairy itself, legends abound.”

"‘A True Irish Legend’ will also encourage consumers to look for the National Dairy Council guarantee when buying dairy products.”

The campaign launches nationwide across television, streaming, radio, digital, social media, outdoor and instore advertising.