Background
As part of Kerrygold’s global “Made the Kerrygold Way” campaign, the brand brought its iconic Irish crisp sandwich to Cape Town – joining cities like Dublin, London, and New York.
The objective was to introduce South African audiences to a nostalgic Irish food ritual in a way that felt social, interactive, and distinctly premium.
The Approach
In close collaboration with the Kerrygold South Africa team, Matriarch led the local rollout of the campaign, translating the international creative platform into a seamless and locally relevant brand experience.
The approach combined a premium, influencer-led Butter Club event with a series of consumer-facing Crisp Sandwich Tour activations, balancing aspirational storytelling with accessible, high-volume engagement.
The Butter Club Experience
As a key brand moment, Matriarch hosted a St Patrick’s Day-themed Kerrygold Butter Club event for influencers and media.
Designed as a curated, elevated experience, the event brought the brand’s world of craft, quality, and indulgence to life through beautifully considered food moments, storytelling, and shared connection.
The Butter Club positioned Kerrygold as more than a product – creating a premium, intimate environment that encouraged content creation, brand affinity, and deeper engagement.
The Consumer Experience
The Crisp Sandwich Tour was brought to life through a series of consumer-facing pop-ups across Cape Town, designed to drive trial, interaction, and shareable moments.
We created The Kerrygold Crisp Corner – a simple, tactile experience where guests could build or receive a freshly made crisp sandwich, following the authentic “Kerrygold way”: Soft white bread. A generous layer of Kerrygold salted butter. A handful of crisps. Finished with a gentle press
Each location was adapted to suit the environment, from high-energy pub settings to family-friendly and premium food spaces, ensuring the experience felt relevant while remaining consistent.
The tour rolled out across a curated mix of Cape Town locations, including Foresters Arms, the Tokai Family Day, and Jason Bakery creating multiple touchpoints for consumers to engage with the brand.
Impact
- Strong foot traffic and high dwell time across all locations
- High participation driven by hands-on engagement
- Organic social content generated across both influencer and consumer moments
- Reinforced Kerrygold’s positioning as a premium, craft-led butter brand
Delivered by Matriarch
Matriarch led the local execution in close collaboration with the Kerrygold South Africa team, translating international creative guidelines into a locally relevant brand experience.
The campaign was delivered seamlessly across multiple formats, ensuring consistency with the global platform while resonating with local audiences.
The result was a cohesive campaign that balanced global consistency with local relevance, creating a connected and culturally meaningful brand experience.
