Kerrygold isn’t just a butter brand - it’s a cult favourite with a passionate following.
Through social listening, we uncovered a surprising insight: Kerrygold fans don’t just love the product - they worship it.
They post about it, rave about it, and even joke about getting it tattooed. So, we asked: What if they actually did?
Our goal was to take this fandom and turn it into a full-blown cultural moment – one that wouldn’t just engage our core audience, but would also attract new fans, drive conversation, and position Kerrygold as more than just a butter brand, but a cultural icon
We felt confident that with the right prompt, Kerrygold’s fans would leap at the opportunity to show off their love for the brand.
And so was born – the Kerrygold Social Tattoo.
A tattoo transfer flash sheet packed with cheeky, butter-infused designs.
The image of the tattoo flash sheet was posted on Kerrygold’s Instagram with a simple provocation: Tag someone who should get a KG tattoo.
We let the community decide how far they’d take their Kerrygold love, and boy did they run with it.
The reaction was instant. Fans flooded the comments with love, tagging friends, debating which designs to get, and even booking tattoo appointments.
We didn’t just sit back. We engaged. We responded. We hyped them up and and turned this into a full-blown movement.
Tattoo artists jumped in, creating their own Kerrygold-inspired ink designs and offering real flash sessions for superfans.
And the superfans? They delivered. People actually got inked.
Kerrygold tattoos popped up on arms, legs, and ankles, each one proving that this wasn’t just about butter - it was about identity.
To amplify the moment, we spotlighted the best tattoos and user-generated content, fuelling more conversation.
We tapped into influencer culture, seeding the designs to niche food creators, tattoo enthusiasts, and Kerrygold lovers, ensuring the campaign extended beyond our owned channels.
All this with a limited budget. Just a bold idea executed at the right moment, letting social do what it does best – bring people together.
This single Instagram post outperformed an entire year’s worth of Kerrygold content.
It became a movement. Engagement, reach, and shares skyrocketed, smashing benchmarks across the board.
In fact, one single post on Kerrygold’s US Instagram was shared 3x more than all of its Instagram posts from the previous year COMBINED.
Beyond the numbers, this was the ultimate demonstration of brand love. Fans weren’t just liking or commenting; they were making lifelong commitments, literally tattooing Kerrygold onto their skin. Brand love in its purest form, we’d say...
