World Milk Day 2023 marked Bord Bia’s 4th annual celebration of the event with their Irish milk brand, Kerrygold. Collaborating with Ornua, WB launched a digital and experiential campaign named #MyKerrygoldMilkMustache to commemorate World Milk Day 2023.
The campaign aimed to achieve the following objectives:
- Enhance brand Top of Mind Awareness (TOMA).
- Foster stronger customer affinity for the brand.
- Increase product trial rates and improve consumer adoption.
Developed and executed the #MyKerrygoldMilkMustache campaign across all activation locations, overseeing its entire lifecycle.
Recorded organic entries for the digital contest resulting in over 200 submissions.
Secured significant media coverage, exceeding 50% on digital platforms like blogs and social media.
Sampled Kerrygold milk to over 3,500 consumers during activation.
Recruited and managed influencers for effective participation in the campaign.
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