Kerrygold’s current model journey proves influencer journeys are nonetheless a strategy to generate constructive buzz.

Up to now couple of years, influencer model journeys have seemingly fallen out of favor with consumers. If a model journey stirs adverse dialog throughout social media, entrepreneurs face backlash for being out of contact and displaying a gross show of wealth. However Kerrygold’s newest model journey is proof that doesn’t should be the case. 

From Might 15 to Might 18, Irish-made Kerrygold took seven creators round Eire to point out them the nation’s inexperienced pastures, the cows that produce the milk that turns into Kerrygold butter, and what Irish meals tradition has to supply. The creators included Katie Zuckovich, Lydia Keating, Kerry Diamond, Olivia Tiedemann, and Megan Kate Swan.

The journey wasn’t Kerrygold’s first model journey, however the mixture of the gorgeous landscapes and the unlikeliness of a “butter model journey” captured TikTok’s consideration and sparked response movies. The seven creators reached an viewers of seven.7 million, up from a 2023 model journey with creators that reached 2.3 million.

The most well-liked video from the model journey, posted by Katie Zuckovich—higher often called babytamango on social media—begins along with her saying, “Right here’s all the pieces I ate on a butter model journey in Eire—no you didn’t mishear me.”

Zuckovich credit the success of her video to how “butter model journey” has a pleasant ring to it, pointing to the alliteration, and to the stunning nature of it.

“It feels so novel—nobody would ever count on a butter model to have a model journey,” Zuckovich informed ADWEEK. “Everyone seems to be so used to magnificence and vogue corporations doing it.”

The video garnered greater than one million views. The attain of the video is greater than Kerrygold might have hoped for on a single video, Kerrygold’s senior model supervisor Kelly Harfoot informed ADWEEK.

“It speaks to how loads of shoppers understand butter as a commodity or not one thing that they give thought to being branded in the identical manner you’d take into consideration footwear or electronics,” stated Harfoot. “It aligns with our enterprise aims of displaying shoppers why Kerrygold is value investing in due to the best way the cows are raised and the best way that the milk is produced.”