Kerrygold has launched a global digital campaign that highlights what Irish dairy farmers have been doing for generations, producing premium produce from grass in the most environmentally sustainable way.

As part of its global digital campaign, Kerrygold has produced a five-part video series, where it shares the story of some of its grassroot members. By doing this, we are able to uncover what it is that makes Irish produce such a valuable and unique commodity.

The care, the passion, the pride and personality of each participant shines through in the stories, allowing us to capture a glimpse of what they do best.

Aidan McCarthy and Vanessa Kiely O’Connor represent a large proportion of Irish dairy farmers around the country. Their story highlights the important role that they play in producing a premium product that is recognised globally.

Both Aidan and Vanessa have been involved in dairy farming for many years now. They know what it takes to produce top-quality milk from a grass-fed system and, as a result, were delighted to be involved in telling their story to help promote Kerrygold globally.

Pride

“You do feel proud when you stop and think. In farming, you don’t get too many opportunities to promote what you are doing, so for that I felt very fortunate to be involved with such a positive campaign,” said Aidan.

Vanessa, a mother of two who farms in west Cork, remarked: “It was an amazing opportunity to tell the story of my farm, what we do here and fly the flag for Irish farmers.

"I took part in the campaign because I am proud of what I do, how I do it and what I produce. I feel that we have a very strong story to tell here in Ireland.”

It is not the first time Vanessa has been involved in marketing Kerrygold globally, having featured on much of Kerrygold’s cheese packaging globally.

I take great pride in the system that makes our products available worldwide

Speaking on the success of the brand, she said: “I love to see Kerrygold on a shelf when I go abroad. There is a community of people involved, right through from processing the milk to when it ends up on the dinner table, we are like one big family. I take great pride in the system that makes our products available worldwide.”

Each Kerrygold video demonstrates the important connection between the Irish countryside and Irish dairy farmers in creating a high-quality Irish product. It highlights a true commitment to their craft, proving that farming isn’t just a job, it’s a way of life.

Both Vanessa and Aidan agreed that the story of Irish farming is an important one to tell.

Vanessa commented: “Irish farming is different to anywhere else in the world. If you go anywhere else in the world, the animals are indoors for large periods of the year.

"We often take for granted our cows being out and grazing for a large proportion of the year. It’s brilliant to be able to bring what we do here to show people all over the world that our produce is so unique through how we farm.”

It’s incredibly important to tell the story of Irish farming on a national and international scale

"It’s incredibly important to tell the story of Irish farming on a national and international scale. The family farm is one story and the grass-fed cows is the other. That is paramount, we have to get that message out there,” said Aidan.

Upon seeing the fruits of their labour as part of this Kerrygold campaign, Vanessa and Aidan admitted the feedback they have received has been overwhelmingly positive as their story was captured and delivered in the most authentic way, telling their story on their farm.

“A lot of friends and family have messaged us about the video which is always reassuring that you did something right. It sounded like me, it looked like me and tells our story in the truest way.

"It wasn’t like someone reading from a page. There’s nothing misleading about it, this is what we do,” said Aidan.

Vanessa added: “I was very happy with how Irish farming is portrayed. My family were very proud, they were delighted because it showcases the farm that they were brought up on and they know how passionate I am about farming.

"I am a real farmer and I am telling a real story and there is no making up a real story. I hope people can connect with what I do and my passion for farming,” said Vanessa.

This new digital campaign for Kerrygold will launch in Ireland, Germany, USA and the UK and will be rolled out across other international markets later this year. To learn more about the campaign, click here.