Energy B and Kerrygold celebrate the sound of cooking

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Kerry

Campaign pairs
recipes with
Spotify playlists
to enhance
the moods of
preparation and dining

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.

Sample playlists:

Alison Roman’s Vegetable Gratin – modern, upbeat tracks for a healthy weeknight meal.

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.

Jenner Tomaska’s Potato and Aged Cheddar Pave – Joyful tracks that keep you humming while slicing potatoes and stirring in the Kerrygold Aged Cheddar.

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.

 

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.
 

KERRYGOLD COW CONCERT

 

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.

 
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

Agency: Energy BBDO
   Chief Creative Officer: Andrés Ordóñez
   Executive Creative Director: Susan Treacy
   Creative Director: Jeff Cenna
   Copywriter: Cassidy Buzin
   Jr. Copywriter: Morgan Vines
   Jr. Art Director: Michelle Liuzzo
   Executive Producer: John Pratt
   Sr. Integrated Producer: Elena Robinson
   Associate Producer: Sarah James
   Director of Music: Daniel Kuypers
   Music Producer: Nick Maker
   Sr. User Experience Architect: Cori Stankowicz

Managing Director: Jeff Adkins
   Client Service Director: Anna Bleers
   Account Supervisor: Katherine Vicari
   Account Executive: Brett Peters
   Planning Director: Shannon Smiley
   Integration Strategist: Brigid Slattery

Production Company: Red Rage Films
   Director: Lorcan Hynes
   Executive Producer: Gary Moore
   Producer: Treasa O’Friel

Editorial Company: Flare Studio
   Editor: Sean Berringer / Austin Andries
   Producer: Elena Robinson

Visual Effects: Flare Studio
   Producer: Jenny McDonald

Audio: Flare Studios
   Mixing Engineer: Katy Mindeman

Music: “Swans”
   Band: I Draw Slow
   Album: Redhills

Media Agency: PHD U.S.
   Director: Doug Salo
   Associate Director: Rachelle Holt
   Supervisor: Sam Moser
   Strategist: Sinead Potter
   Assistant Strategist: Michaela Abbott

 
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.

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