Overview
To raise awareness of pasture milk and the range of high-quality dairy products it produces, Kerrygold partnered with Leagas Delaney Hamburg to create a series of interactive online games. Designed to both entertain and educate, these games – Weidewette, Geschmacksorakel, and Milch-Quiz – invited users to explore Kerrygold’s values and products.
Each game provided a unique way to engage with the brand, from testing knowledge about dairy origins to making playful predictions about pasture conditions, blending learning with enjoyment.
My responsibilities during the project
- Within the team, oversaw the overall visual strategy for the campaign
- Ensured a cohesive look and feel across all touchpoints
- Crafted interactive experiences that resonated with the target audience
Kerrygold
🏔️ The challenge
- Audience engagement: Increase interaction with a younger, digitally native audience
- Brand differentiation: Stand out in the competitive butter market by fostering a unique brand identity
- Community building: Cultivate a loyal community of brand advocates and enthusiasts
💡 The solution
- Interactive games: Launched engaging games like Weidewette, Geschmacksorakel, and Milch-Quiz to educate and entertain users
- Influencer collaborations: Partnered with influencers to amplify reach and credibility
- Content strategy: Shared authentic, behind-the-scenes content to humanise the brand and connect with audiences
📈 The impact
- Engagement metrics: Achieved significant interactions across platforms, with games driving increased user participation
- Community growth: Expanded social media following and strengthened community ties
- Brand awareness: Enhanced brand visibility and recognition among target demographics
Weidewette
The first game in the series, Kerrygold Weidewette ("The Pasture Bet"), introduced a lighthearted yet impactful way to engage users with the everyday lives of Irish pasture-raised cows. In this game, players were invited to place playful bets on which of two selected cows would take the most steps over a given period. The cows were equipped with GPS trackers that monitored their movements in real time, allowing users to follow their progress directly through the online platform.
This real-time data element created a sense of excitement and immediacy, encouraging users to return regularly to check on the cows’ activity. More than just a game of chance, Weidewette subtly educated users about the natural behavior of pasture-raised cattle, emphasising their freedom to roam and graze in open fields.
By combining entertainment with information, the game succeeded in shedding light on the values of sustainable and ethical dairy farming in an accessible and enjoyable way.
Geschmacksorakel
The second game in the series, Kerrygold Geschmacksorakel ("The Taste Oracle"), was designed to introduce and promote Kerrygold’s newly launched range of yoghurt products in a playful and highly personalised manner. Drawing inspiration from personality quizzes, the game guided users through a series of carefully crafted questions that explored their preferences, habits, and unique character traits. Based on their responses, the quiz would then reveal which yoghurt flavour from the new product line that best matched their personality.
For example, someone with a bold and adventurous spirit might be paired with a vibrant berry blend, while a calm and thoughtful type might be matched with a soothing vanilla variety. This interactive and light-hearted approach transformed product discovery into a fun and meaningful experience.
It not only entertained users but also created an emotional connection to the products by framing them as reflections of their individual identity. By combining flavour with personality, The Taste Oracle made the introduction of the yoghurt line feel less like a marketing push and more like a personal revelation—making it both memorable and shareable across social media.
Weidemilch-Quiz
To further strengthen the connection between social media audiences and the story behind Irish pasture milk, we created a third interactive game: Kerrygold Weidemilchquiz ("The Pasture Milk Quiz"). This online quiz was designed to be both fun and educational, challenging users to test their knowledge of pasture-based dairy farming, Kerrygold’s sustainable practices, and the benefits of pasture milk.
Questions ranged from light-hearted facts about Irish agriculture to insights into nutrition and production—helping users engage more deeply with the brand’s values and origins.
To boost participation, the quiz offered an exciting incentive: the chance to win a trip to Ireland. This prize added a sense of excitement while creating a personal connection to the lush pastures where Kerrygold cows graze—turning digital interaction into a memorable real-world experience.
The impact
Through these digital experiences, we successfully combined storytelling, innovation, interactivity and brand engagement to bring the world of pasture milk closer to targeted consumers.