3rd September 2026 – Kerrygold, the Irish dairy brand, has appointed global social-first creative agency Born Social as its global social media agency of record, following a four-way competitive pitch. The appointment also includes a UK social remit for Pilgrim’s Choice, another brand within parent company Ornua’s portfolio.
The partnership will see Born Social act as Kerrygold’s global social partner, leading strategy, creative, reactive content, production and measurement across key markets including the UK, Germany, Ireland and the US.
The remit spans global strategic and creative development, always-on and reactive content, and the delivery of localised content, supported by measurement and reporting frameworks. The approach will be rooted in a community-driven, co-creation model, leveraging Born Social’s creator network to produce authentic, locally relevant content that connects with food audiences and creators.
Born Social has been tasked with helping Kerrygold transition into its next phase of growth by strengthening brand salience, love and loyalty across a broad consumer audience, while growing its already strong fanbase and driving greater cultural relevance and emotional connection through social.
Rafay Agha, Global Head of Digital at Kerrygold, said: “Kerrygold has the heritage, the fanbase and the cultural gravity to define a category. The question was never whether we had that; it was how to make more people feel it. Our Kerrygold brand trip and award-winning Allday Goods collaboration are proof of work that resonates far beyond food, is loved the world over and has driven real growth over the last two years. Born Social are the partner to take us into what comes next: thinking in culture, co-creating with creators and community, driving measurable results globally and keeping the local richness that makes content land with the food lovers and fanatics who already champion this brand, and bringing in the ones we’re yet to welcome into the Kerrygold world.”
Abbey Mills, Chief Client Officer at Born Social, added: “What makes this particularly interesting is the chance to transform Kerrygold’s social presence at a global level, while keeping it grounded in local nuance and doubling down on its distinctiveness and what makes people love it. The passion and ambition of the Kerrygold team to push the brand creatively really stands out; it’s a perfect fit for our creator network model, combining localisation with co-creation to build more meaningful creative and connections with the Kerrygold community. We’re so excited to build on our experience with brands like Guinness and Smirnoff, and it’s also an opportunity for us to go deeper in community-driven FMCG marketing and create even more work that really resonates at scale.”
The appointment builds on Born Social’s continued momentum, following recent wins from Premier Inn, Nikon and Stanley, and demonstrates increasing demand for its creator network. It also reflects a broader shift in FMCG towards community-led, co-created brand building as brands look to drive deeper engagement and cultural relevance at scale.
Kerrygold’s global social account was previously held by 1000heads.
