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.
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.
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
Band: I Draw Slow
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 email@example.com or follow him on Twitter @colincostello10.