Kerrygold is celebrating St. Patrick’s Day with a new global campaign from BBDO Chicago that aims to bring audiences closer to authentic Irish food and tradition.
Titled Made the Irish Way, the social-first effort launched this week and centers on the idea that St. Patrick’s Day celebrations around the world often miss the deeper realities of Irish culture. Instead of leaning into familiar clichés, the campaign puts food, hospitality and heritage at the center, showcasing dishes made with Kerrygold butter and cheese.
Produced by BOLD, the campaign’s hero film features Michelin-starred chef JP McMahon of Aniar in Galway. Set against Ireland’s Atlantic coast, the film follows McMahon as he prepares a range of dishes with Kerrygold products while reflecting on the storytelling and sense of welcome that define Irish cooking.
The broader campaign also includes four 15-second spots centered on recipes curated by McMahon: lamb hotpot, stout bread, cheese scones, and an apple and whiskey tart. Each ends with the line, From green comes gold. Made the Irish way, connecting the brand to Ireland’s agricultural roots. Watch below:
“St. Patrick’s Day is one of those moments where everyone feels a little bit Irish. We wanted to lean into that, in a sense, the way everyone feels connected to it,” said Robin Laurens, executive creative director at BBDO Chicago.
“Made the Irish Way is about celebrating the kind of food and traditions that actually bring people together. JP’s recipes are soulful and fresh and humble, and when you make them with Kerrygold, they become elevated without losing their heart. That balance of authenticity and quality was really important to us.”
The campaign also extends into influencer content through Stranger Things actor Amybeth McNulty, who is introducing followers on Instagram and TikTok to the Irish crisp sandwich, made with Kerrygold butter.
On March 17, Kerrygold will bring that snack to pubs in several cities around the world, including Wildair in New York City, the Storyteller in Dublin, the Auld Shillelagh in London, and O’Reilly’s in Düsseldorf.
“Born in the quiet heartland of Irish food culture, the iconic crisp sandwich has long been a locals-only legend in Ireland, an after-hours wedding hero and the chef’s stolen moment snack,” said Neil Rogers, senior global brand manager at Kerrygold. “Seeing the intrigue and interest across social media over the last few months, Kerrygold is excited to let the rest of the world in on the secret this St. Patrick’s Day.”
The campaign was informed by research from iReach Insights showing that 69 percent of surveyed Irish adults believe global St. Patrick’s Day celebrations miss the mark on authentic Irish culture.
Made the Irish Way is rolling out across the U.S., Ireland, Germany, the UK, South Africa, and other markets through social, digital, PR, and retail channels throughout March.
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