The Challenge

Kerrygold sought to drive brand awareness and shine a spotlight on the superior taste and quality of its salted butter. Beyond simple product recognition, the brand wanted to position itself within everyday occasions to create a genuine emotional connection with a food-loving audience.

The brief needed a strategy that would give Kerrygold significant standout in a crowded market. Immediate was tasked with delivering a high-impact solution that would place the brand at the forefront of the reader journey during a key culinary season.

The Plan/Execution

Immediate devised a landmark solution: a “Going Gold” takeover. This partnership marked the first time a brand simultaneously sponsored the Easter issues of both Good Food and olive magazines.

This full-issue sponsorship offered premium brand alignment and ensured Kerrygold dominated the conversation during one of the year’s most important food moments. The integrated campaign blended high-visibility print assets with targeted digital engagement:

  • Print Dominance: The takeover included logos on the front covers, a “cook the cover” recipe, double-page spread (DPS) advertorials, and display pages. Editorial integration went even deeper with mentions in the editors’ letters and boxouts within the main Easter recipe features.
  • Digital & Content: Immediate produced a video and stills shoot to support repurposed native recipes for Good Food. These were amplified through digital display ads, newsletter slots, and a social campaign designed to drive traffic and video views.
  • Engagement: To further incentivise the audience, a competition was launched offering a premium kitchenware bundle worth £500 which included Le Creuset kitchenware.

The Results

The “Going Gold” strategy proved to be extremely effective, hitting all KPIs and generating strong audience interest. The native recipes were the standout performers, significantly outperforming expectations and benchmarks.

Engagement & Content Performance The audience didn’t just see the content; they spent time with it.

  • 129k total native recipe page views (delivering 177% above the booked KPI).
  • 3m 19s average dwell time on native recipes (shattering the 30-second benchmark).
  • 2.02% click-through rate (CTR) on repurposed native recipes (vs a 0.50% benchmark).
  • 1,426 saves of social video posts across Good Food and olive.

Brand Impact The high-impact nature of the takeover translated into tangible brand uplift, confirmed by Impact Lite research:

  • +18% uplift in Awareness.
  • +16% uplift in Consideration.
  • +21% uplift in Preference.