{"id":294507,"date":"2025-06-15T07:55:43","date_gmt":"2025-06-15T07:55:43","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/why-kerrygolds-butter-themed-influencer-trip-went-viral-on-tiktok\/"},"modified":"2025-06-15T07:55:43","modified_gmt":"2025-06-15T07:55:43","slug":"why-kerrygolds-butter-themed-influencer-trip-went-viral-on-tiktok","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=294507","title":{"rendered":"Why Kerrygold\u2019s Butter-Themed Influencer Trip Went Viral on TikTok"},"content":{"rendered":"


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Kerrygold\u2019s recent brand trip proves influencer trips are still a way to generate positive buzz.<\/p>\n

In the past couple of years, influencer brand trips have seemingly fallen out of favor with consumers<\/a>. 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\u2019s latest brand trip is evidence that doesn\u2019t have to be the case.\u00a0<\/p>\n

From May 15 to May 18, Irish-made Kerrygold took seven creators around Ireland to show them the country\u2019s green pastures, the cows that produce the milk that becomes Kerrygold butter, and what Irish food culture has to offer.\u00a0The creators included Katie Zuckovich, Lydia Keating, Kerry Diamond, Olivia Tiedemann, and Megan Kate Swan.<\/p>\n

The trip wasn\u2019t Kerrygold\u2019s first brand trip, but the combination of the beautiful landscapes and the unlikeliness of a \u201cbutter brand trip\u201d captured TikTok\u2019s attention and sparked reaction videos.\u00a0The seven creators reached an audience of 7.7 million, up from a 2023 brand trip with creators that reached 2.3 million.<\/p>\n

The most popular video from the brand trip, posted by Katie Zuckovich\u2014better known as babytamango on social media\u2014begins with her saying, \u201cHere\u2019s everything I ate on a butter brand trip in Ireland\u2014no you did not mishear me.\u201d<\/p>\n

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Zuckovich credits the success of her video to how \u201cbutter brand trip\u201d has a nice ring to it, pointing to the alliteration, and to the surprising nature of it.<\/p>\n

\u201cIt feels so novel\u2014no one would ever expect a butter brand to have a brand trip,\u201d Zuckovich told ADWEEK. \u201cEveryone is so used to beauty and fashion companies doing it.\u201d<\/p>\n

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\u2019s senior brand manager Kelly Harfoot told ADWEEK.<\/p>\n

\u201cIt 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,\u201d said Harfoot. \u201cIt 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.\u201d<\/p>\n

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The creators\u2019 videos also set off a wave of other videos responding to the brand trip. For example, nail artist @nailedbynika<\/a> wrote, \u201ccasually adding Kerrygold butter to my nail content bc the brand trip looked insane\u201d over a video of her using a box of Kerrygold butter as a nail file and adding nail art to it. The video reached nearly a million viewers. Similar videos were posted by Booktokkers, home improvement creators, and beauty creators. Other users professed their longtime loyalty to the brand.\u00a0<\/p>\n

According to Kerrygold, the trip generated 92 reaction videos that earned 3.4 million views in total. Its last brand trip in 2023 only saw a handful of reactions.<\/p>\n

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Kerrygold\u2019s brand trip strategy<\/h5>\n

Kerrygold chose creators for the trip based on the creator\u2019s audience reach and if their audience genuinely engages with food content, said Harfoot. \u201cWe also want to know what is their storytelling style? What are their visual aesthetics? How do they bring the Kerrygold story to life?\u201d\u00a0<\/p>\n

One of the main goals of the brand trips is to foster long-term relationships and brand affinity from creators that reach a younger audience. Zuckovich, for example, has worked with Kerrygold in the past.<\/p>\n

Kerrygold doesn\u2019t give creators strict posting requirements. Rather, the brand allows creators to post what is natural to their content and voice. \u201cWe challenge ourselves to create moments that are just really unique and shareable,\u201d said Harfoot. \u201cMoments where our creators stop and want to take this video and pose for this picture because it\u2019s something they\u2019re so excited about.\u201d<\/p>\n

\u201cSeeing success on social media is sometimes a lightning in a bottle moment\u201d<\/h5>\n

But despite Kerrygold\u2019s intentional planning, sometimes the reasons something resonates online are outside of a brand\u2019s control. \u201cSeeing success on social media is sometimes a lightning in a bottle moment,\u201d said Harfoot.<\/p>\n

For example, the content captured on the trip was so striking partially due to the unusually good weather\u2014a rarity in Ireland. Plus, butter yellow is a popular trend on the internet.<\/p>\n

\u201cButter yellow was [having a moment] which again, just divine timing,\u201d said Zuckovich. \u201cI bought a fully new wardrobe of butter yellow just for the trip.\u201d<\/p>\n

A growing affinity for Ireland on social media is also a trend Kerrygold plans to explore further this year.<\/p>\n

\u201cHow we continue to feed the interest in Ireland\u2014knowing that\u2019s where are roots are\u2014will definitely be a focus as we move forward on social the rest of the year,\u201d said Harfoot.\u00a0<\/p>\n<\/div>\n