Kerrygold’s recent brand trip proves influencer trips are still a way to generate positive buzz.
In the past couple of years, influencer brand trips have seemingly fallen out of favor with consumers. If a brand trip stirs negative conversation across social media, marketers face backlash for being out of touch and showing a gross display of wealth. But Kerrygold’s latest brand trip is evidence that doesn’t have to be the case.
From May 15 to May 18, Irish-made Kerrygold took seven creators around Ireland to show them the country’s green pastures, the cows that produce the milk that becomes Kerrygold butter, and what Irish food culture has to offer. The creators included Katie Zuckovich, Lydia Keating, Kerry Diamond, Olivia Tiedemann, and Megan Kate Swan.
The trip wasn’t Kerrygold’s first brand trip, but the combination of the beautiful landscapes and the unlikeliness of a “butter brand trip” captured TikTok’s attention and sparked reaction videos. The seven creators reached an audience of 7.7 million, up from a 2023 brand trip with creators that reached 2.3 million.
The most popular video from the brand trip, posted by Katie Zuckovich—better known as babytamango on social media—begins with her saying, “Here’s everything I ate on a butter brand trip in Ireland—no you did not mishear me.”
Zuckovich credits the success of her video to how “butter brand trip” has a nice ring to it, pointing to the alliteration, and to the surprising nature of it.
“It feels so novel—no one would ever expect a butter brand to have a brand trip,” Zuckovich told ADWEEK. “Everyone is so used to beauty and fashion companies doing it.”
The video garnered more than a million views. The reach of the video is more than Kerrygold could have hoped for on a single video, Kerrygold’s senior brand manager Kelly Harfoot told ADWEEK.
“It speaks to how a lot of consumers perceive butter as a commodity or not something that they think about being branded in the same way you would think about shoes or electronics,” said Harfoot. “It aligns with our business objectives of showing consumers why Kerrygold is worth investing in because of the way the cows are raised and the way that the milk is produced.”
