Kerrygold
Cheese Snacks
The Challenge
Kerrygold tasked us with launching a disruptive, social-first campaign to drive awareness and demand for their new Cheese Snacks among Millennials and Gen Z. The mission was clear: make the product culturally relevant, PR-worthy, and the go-to cheese snack for a new generation.
The Insight
We uncovered a product truth too good to ignore: Kerrygold Cheese Snacks fit perfectly in the tiny fifth pocket of jeans. Known as the “watch pocket,” this denim detail has deep Irish lore: from dairy farmers stashing cheese to gold miners tucking away lucky nuggets. In other words, that pocket was always meant to carry gold.
Our Solution
We built a multi-phase multi-channel campaign that turned this small but powerful truth into a cultural moment:
Phase 1
We launched the “pocket-portable” idea with playful, owned and creator-led content. Using history, humor, and tongue-in-cheek "scientist" breakdowns, we declared the fifth pocket was never for coins, chapstick or Werther's - it was always destined for Kerrygold Cheese Snacks. Rather than backing down when other brands claimed the pocket, we leaned into the banter, sparking conversations and playful back-and-forths in the comments. The result? A fun, organic moment where even Werther's joined the conversation.
Phase 2
Next, we partnered exclusively with @ElleCordova to deepen the narrative, weaving in Kerrygold's rich history and product credentials. Through owned content, we highlighted the snack's everyday utility and quality, from “cheese survival kits” for work to “5 reasons to buy” lists. This phase positioned Kerrygold Cheese Snacks as both practical and premium, reinforcing the fifth-pocket story while giving consumers strong reasons to believe.
Phase 3
Timed to launch on St. Patrick's Day, we took the idea to the next level with a bespoke collaboration with Native Denims, a homegrown Irish denim label whose parent company once made workwear for Irish dairy farmers.
Together we designed co-branded jeans, featuring pocket embroidery, cream-colored seams, and Kerrygold branding throughout.
The jeans became the centerpiece of a national giveaway, seeded to fashion influencers, and amplified via full-scale PR push that turned the campaign into a cultural talking point.
Impact
Our campaign reinforced one simple message: Kerrygold Cheese Snacks belong in your pocket.