Food porn has had its time in the sun. In Ireland, Rothco is using a different lure to bond people with a basic food product, Dairygold. Caring. Ostensibly the new commercial, One Magical Moment, is about time. Dairygold’s point of difference from pure butter is that it spreads straight from the fridge. The spot demonstrates the value and impact of giving someone a spare minute of your time. The power of the ad, though, is emotive. It’s a very endearing story about a dad and his daughter that is sure to be remembered.

The new ad continues a long-running “do good feel good” platform.   

Since launch, Dairygold has engaged consumers by connecting them with opportunities to put precious spare minutes to use by making time for the moments that matter most. In the 2016, Do Good, Feel Good campaign, Dairygold centred its work around volunteering, enabling consumers to find minutes for The Good Stuff. The campaign built on the knowledge that volunteers who do good receive a far greater benefit than just spending time doing charity work – it actually improves their health and wellbeing. In 2018, Dairygold and Rothco introduced micro-volunteering with their Make a Minute for the Good Stuff campaign, giving the Irish public the opportunity to give their minute to do good, as well as feel good.

The 2019 commercial was directed by 03:07’s Kim Geldenhuys and is running on TV, supported in social and digital channels.

Credits 

Creative Agency: Rothco Accenture Interactive

Executive Creative Director: Alan Kelly

Creative Team: Alex Ingarfield & Ciara Rapple

Agency Producer: Emma Ellis

Business Director: Rosie Rogers

Account Director: Sarah Murphy

Account Executive: Sophie Burke

Strategy: Darius Pasalar

Digital Strategy: Colm Casey

Production Company: 03:07

Production Services: Hinterland

Director: Kim Geldenhuys

Producer: Jo Barber

DOP: Noel Schoolderman

Offline: The Quarry

Online: Cheat

Editor: Owen Oppenheimer @The Quarry

Colourist: Joseph Bicknall @ CHEAT

Music: Niamh’s Theme

Music Sync: Leland Music

Sound: Kevin Breathnach Avondale Studios

Media Agency: Vizeum

BTL Agency: Goosebumps

Client: Kerry Foods