Kerrygold
Allday Goods
The Challenge
This was never going to be a traditional partnership.
Kerrygold, renowned for its quality and golden taste, wanted to step into culture in a way that went beyond food content. The brief was to create talkability, elevate the brand beyond the kitchen table, and reach younger audiences who value craft, creativity, and limited edition hype...
Enter Allday Goods, a London-based maker with a cult following for handcrafting knives from repurposed materials. By collaborating, we could create something that was not only purposeful but also personality-driven. The strategy was to fuse sustainability with cultural desirability, positioning Kerrygold as a tastemaker brand.
Objectives were clear...
- Build brand love and advocacy
- Recast Kerrygold as a brand that influences taste in every sense of the word
- Celebrate sustainability by giving Kerrygold packaging a second life
Our Solution
How do you get people queuing on the street from 6am for a butter brand?
Kerrygold partnered with knife legends Allday Goods to create 50 limited-edition butter knives, handcrafted from repurposed butter packs. With gold and green recycled blades, they were part kitchen tool, part art piece, and fully irresistible.
We launched them at a one-day-only pop-up in London’s De Beauvoir Deli. The campaign teased the drop with hand-drawn content, built hype with slick video storytelling, and ignited creator chaos courtesy of @whatwillycook. The result was queues down the block, fans begging for a re-release, and a butter knife that broke the internet.
On Instagram alone, the campaign delivered 1.1 million reach, 1.3 million views, 11.6 thousand engagements, and 801 new followers. TikTok built strong organic traction with zero paid spend, while earned media love came from Hypebeast, TrendHunter and more.
Kerrygold moved from toast to culture. This was a butter brand becoming a tastemaker, sparking joy, and spreading brand love in an unexpected and unforgettable way.
The creative concept was simple but powerful: bring cult to the kitchen.
Together, the brands designed 50 handcrafted butter knives made from repurposed Kerrygold butter packs, with blades glinting gold and green. The idea delivered both visually and symbolically: a tool rooted in Kerrygold’s core product, transformed into a covetable cultural drop.
Implementation
The launch was built like a streetwear hype drop, engineered to spark desire and conversation. The knives were available at a one-day-only pop-up at De Beauvoir Deli in London, turning the drop into a cultural moment.
The campaign teased the collaboration with Allday Goods’ signature hand-drawn illustrations, then ramped excitement with slick hero video storytelling that merged the two brands in a social-first way. Boosted posts, creators, and behind-the-scenes content carried fans along the journey from sketchbook to knife drop.
@whatwillycook, a creator perfectly aligned with both brands, added an extra layer of energy, racking up 164k views and over 2.8k engagements. His chaotic, tongue-in-cheek content fuelled shareability and word of mouth
The pop-up itself became content gold. Fans queued from 6am to secure one of the 50 knives, with many travelling from across the country. Social feeds were filled with unboxings, pop-up stories, and fans begging for a re-release.
To scale the campaign beyond the event, we activated in Dublin with a second pop-up moment, cementing Kerrygold’s Irish heritage and spreading the story further.
What we created
- Tease and launch assets in Allday Goods’ illustration style
- A hero video shot and produced by 1000heads, built with quick transitions for maximum social impact
- Pop-up experiences in London and Dublin that turned a limited edition product into an experiential brand moment
- Creator content that amplified hype and connected directly with food and culture-loving audiences
Earned media extended the impact far beyond Kerrygold’s owned channels. Coverage from outlets like Hypebeast and TrendHunter validated the drop as a cultural happening, not just a brand activation.
Impact
The campaign created genuine cultural energy. Fans camped out at dawn to get their hands on a butter knife. People asked when the knives would be back. Comments poured in about the art direction. Social feeds filled with unboxings and pop-up stories.
The partnership achieved what it set out to do. It positioned Kerrygold as a tastemaker brand, created a covetable object that people genuinely cared about, and spread the story far beyond traditional food content. It fused purpose, charm, and craft into one great idea, and showed how a butter brand could break the internet.
On TikTok and Instagram, the hero video drove strong organic traction, outperforming Kerrygold benchmarks.
Creator content added further reach and authenticity, driving conversations that felt playful, handmade, and smart.
The Drum Awards
🥈 Silver for Brand Partnership or Collaboration
