Irish dairy brand picks Weber Shandwick for US corporate, consumer comms

It's the first time the grocery goods brand has retained a firm for ongoing PR work in the U.S.

Image via Weber Shandwick.
Image via Weber Shandwick.

EVANSTON, IL: Irish dairy brand Kerrygold has retained Weber Shandwick to lead its corporate and consumer PR efforts in the US.

The brand, owned by Irish dairy cooperative Ornua, sells butter and other products made with milk from grass-fed cows in Ireland. 

Weber is the first PR agency that Kerrygold has hired for ongoing PR work in the US. 

“Ornua had a PR consultant on a project basis,” said Kerrygold marketing director Brian Cleere. “This is the first time we’ve had an agency [on board] full-time.”

The Interpublic Group agency is responsible for growing brand awareness and maintaining brand equity via strategic media storytelling and corporate communications counsel. 

“We are a growing brand but still a niche brand. We still have a decent way to go,” Cleere said. “We are really looking to Weber to help us reach new consumers beyond our core consumer base.”

Kerrygold issued an RFP over the summer to three agencies, Cleere said. He declined to name the other two shops but said they were “all Chicago-based, and no boutique [shops].” 

The company began working with Weber in September.

Cleere declined to discuss financial details of its contract with Weber, which does not include creative advertising or media buying.

Kerrygold saw $1.2 billion in annual retail sales in 2019, the company said in a statement. 

The PR firms within IPG’s Constituency Management Group, which includes Weber, posted a mid-single-digit revenue decline in Q3 on both an as-reported and organic basis. CMG was reconstituted as IPG Dxtra last month. 

Weber’s revenue was up 3% last year to $869 million, according to PRWeek’s Agency Business Report 2020.

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