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.
Our idea began with a discovery so simple it felt undeniable: Kerrygold Cheese Snacks fit perfectly in the tiny fifth pocket of jeans.
That pocket (often overlooked) has a surprising Irish lineage, once used by dairy farmers to stash cheese and by gold miners to protect their lucky nuggets. In that insight, we found our creative spark, and a cultural tension already alive online with people actively debating what the fifth pocket is really for.
If the pocket was always meant to carry gold, then it was always meant to carry Kerrygold.
Our objective was to turn this small but powerful truth into a cultural idea that sparked conversation, reinforced portability, and made Kerrygold Cheese Snacks feel cool, relevant, and worthy of attention, ultimately positioning Kerrygold as the cheese snack of choice for Millennials and Gen Z.
Bringing this project to life meant transforming a simple product truth into a cultural idea: Kerrygold Cheese Snacks fit perfectly into the iconic fifth pocket of a pair of jeans.
What began as a playful observation became the foundation for a multi-phase, multi-channel campaign designed to spark conversation, ignite brand love, and reframe how consumers think about everyday snacking.
Our plan of action centered on building momentum in phases, with each phase amplifying the last, allowing us to scale a small insight into a big 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.
What makes this work unique is not just the idea, but how we brought it to life, leaning into humor, cultural banter, creator partnership, and authentic Irish craftsmanship to elevate a simple snack into a talking point.
By the end, we proved that when a brand commits fully to (a small) powerful truth, it can unlock an idea big enough to capture culture.
The campaign delivered on its core mission making one simple idea unmistakably clear: your pocket was always meant to carry gold - specifically Kerrygold Cheese Snacks.
And we did so by delivering against our core KPIs: driving awareness, strengthening brand favorability and conversation, and inspiring contest entries and desire for Kerrygold Cheese Snacks:
KPI #1: Drive awareness of Kerrygold cheese snacks:
Our phased approach drove exponential momentum, accumulating 129M social views from audiences engaging with humor, brand banter, creator storytelling, and fashion-forward design. Additionally, earned media amplified the narrative even further, generating +2B press impressions across outlets.
KPI #2: Inspire contest entries for Kerrygold Cheese Snacks:
The Kerrygold x Native Denims collaboration became a true fan magnet, with 10.3K giveaway entries (17x more than jeans on offer), validating the strength of the idea and the emotional connection it unlocked.
KPI #3: Drive brand favorability and conversation:
Overall, sentiment was overwhelmingly positive at 98%, with one in five comments calling for even more brand swag.
Throughout the entire campaign, smart planning and nimble execution also enabled us to deliver results at 64% greater efficiency than our benchmark.
In short, we took a small pocket, built a big idea, and turned it into a breakthrough moment for Kerrygold Cheese Snacks.