Dairy brand Kerry’s latest TV ad tells the story of an untold love affair between oat and dairy who have led separate lives but deep down always dreamt of living together in harmony, all in promotion of its new Smug oat and dairy product.
Developed by BMB, the campaign centres the song ‘Islands in the Stream’ by Dolly Parton and Kenny Rogers, with the tune playing as the viewer sees a romance between the dairy and oat cartons unfold and intensify.
Just as the iconic chorus is about to unfold the characters start falling off the shelves, hitting the floor, and flying towards each other.
It will be supported by BVOD and CTV, with planning by Dentsu as well as a YouTube campaign and VOD package.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest marketing news sent straight to your inbox each morning
The OOH format will include large format, digital, 48 sheet and 6 sheet posters as well as a paid social media campaign across Meta and TikTok.
The ad launch follows on from successful media activity about Kerry’s Smug dairy product.
“With this first-to-market category launch, it was essential to invest in a robust, integrated marketing approach and we are excited for the TV ad to hit screens across the country,” said Kerry dairy consumer foods marketing, strategy and innovation director Victoria Southern.
“It delivers against our ‘better together’ messaging, painting the picture of a romantic match made in heaven whilst amplifying the playful and warm tone of the brand, which we feel will resonate with consumers,” she continued.
