Make a minute – Dairygold Ireland | Clapboard Ad Archive

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Make a minute - Dairygold | Clapboard Ad Archive

Dairygold’s Make a Minute campaign, delivered by Rothco for the Irish food category in 2016, gave the crowd-sourcing movement a distinctly participatory twist by inviting over 2,500 submissions from real people and weaving them into a single, cohesive 60-second film that embodied the brand’s promise of quality and connection. Where food marketing often defaults to stylized product shots or idealized family tableaus, Dairygold’s approach — what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery — harnessed an expansive patchwork of user-generated moments, allowing its audience to see themselves reflected in the everyday joys, pauses, rituals, and relationships that shape a Nation’s sense of “the Good Stuff.” The film’s use of Oh Honey’s Take all the time you need as a soundtrack deepened the emotional resonance, reinforcing Dairygold’s value proposition of savoring life’s small but meaningful interactions, unhurried and authentic. Rothco’s creative strategy went further by amplifying this emotional core through a well-orchestrated multichannel rollout: the main film’s broadcast was amplified via social media channels like Facebook and Instagram, and extended with direct calls to listen, share, and engage via Spotify and Apple Music, threading music, brand, and user participation into a highly accessible digital ecosystem. This approach not only increased views — with the campaign crossing the significant quarter-million mark — but also modeled a democratized brand storytelling that transcended conventional top-down advertising. By rooting its message in collective participation, seamlessly integrating digital and offline touchpoints, and refusing to speak at the audience when it could speak with them, Dairygold positioned itself as a premium yet deeply community-driven food brand within Ireland’s evolving market context. Clapboard rates this 63/100. For an industry seeking to balance authenticity with scale in the digital era, Make a Minute stands as a benchmark for how user-powered creative can strengthen emotional equity and transform consumers into collaborators.

Credits

Client

Dairygold

Agency

Rothco, Dublin, Ireland

Producer

Barbara Chaney, Karina Cotter, Tom Knight

Art Director

Rob Murray, Dave Gallagher

Copywriter

Shane O’Brien

Account Management

Caitriona Ní Laoire

Strategic Planner

Emer Howard, Darius Pasalar

Digital Strategy

Emer Fitzgerald

Director

Bastian Glaessner

Post Production

Unit

Production House

B-Reel Films

Editor

Elena De Palma

Sound

Avondale Studios

Category Mind Map

48%

The Dairygold 'Make a Minute' campaign centers on celebrating everyday moments of quality and authenticity, reinforcing the brand’s promise of delivering "60 seconds of the Good Stuff." By sourcing over 2,500 video submissions from the public, the campaign taps into real-life narratives and community participation, emphasizing the brand's connection to genuine, relatable experiences tied to its food products. This approach underscores Dairygold’s positioning as a trusted, accessible provider of wholesome dairy-based foods that enhance daily life with simple, meaningful quality. Strategically, the campaign leverages user-generated content to foster an authentic, grassroots connection with its Irish audience, encouraging consumer involvement and emotional investment. The use of a narrative format combined with a contemporary indie track, “Take all the time you need” by Oh Honey, adds a modern, positive tone that aligns with the brand’s wholesome image while appealing to a broad demographic looking for sincerity and simplicity in food choices. By inviting consumers both to engage directly through submissions and to follow Dairygold across digital platforms, the campaign integrates a participatory marketing approach that drives brand interaction and extends reach organically. The localized focus on Ireland, coupled with emphasis on time and quality, aligns with cultural values of community and authenticity, positioning Dairygold as an integral part of everyday moments.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign best fits the "Associated User Imagery" format. The metadata reveals that Dairygold's ad was made from over 2,500 video submissions filmed by members of the public, suggesting a montage of real-life moments contributed by everyday people. The campaign’s key device is leveraging relatable, authentic user-generated content rather than a structured story, product demo, or explicit problem-solution framing. The narrative revolves around capturing “60 seconds of the Good Stuff,” inviting audiences to see themselves in the diverse experiences of real Dairygold consumers, which directly aligns with the Associated User Imagery technique. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Kerrygold – Market Positioning Kerrygold positions itself as a premium Irish butter and dairy brand celebrated for its rich, creamy taste derived from grass-fed cows. It leverages authentic Irish heritage and natural farming practices, appealing to consumers seeking high-quality, traditional dairy products with an emphasis on purity and provenance. 2. Glanbia – Market Positioning Glanbia is a global nutrition company rooted in Ireland, focusing on innovation and high-protein dairy ingredients. It differentiates itself through scientific advancement and product diversification, targeting health-conscious consumers and the sports nutrition market alongside traditional dairy demand. 3. Ornua – Market Positioning Ornua serves as the Irish dairy co-operative's marketing arm, spotlighting a portfolio of trusted dairy brands. Its strategy centers on authentic Irish origin, reliability, and consistency, promoting Irish dairy on global platforms while maintaining strong connections with local growers. 4. Avoca – Market Positioning Avoca offers artisan, farm-to-table dairy products that emphasize traditional craftsmanship and natural ingredients. It uses storytelling and premium positioning to attract niche consumers around quality, sustainability, and Irish rural charm. 5. Tipperary Co-Op – Market Positioning Tipperary Co-Op emphasizes locally sourced, fresh dairy produce with a strong community focus. Its strategic angle revolves around supporting regional farmers, delivering quality products with a strong local provenance identity appealing to consumers valuing sustainability and local economy support.

Q: What is Make a minute about? A: Make a minute is a professional campaign launched by Dairygold in Ireland in 2016, created in partnership with the agency Rothco. The campaign centers on a 60-second film composed of over 2,500 video submissions from the public, each capturing authentic, everyday moments. This approach reinforces Dairygold’s commitment to quality and community engagement within the food industry. By inviting real people to contribute, the campaign positions Dairygold as a brand deeply connected to its consumers, celebrating the simple, meaningful experiences that define daily life in Ireland. Q: What creative device does Make a minute use? A: Make a minute employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This creative device leverages authentic, user-generated content, showcasing real-life moments contributed by everyday people rather than scripted narratives or product demonstrations. By assembling a montage of relatable experiences, the campaign invites viewers to see themselves reflected in the brand’s story, fostering a sense of inclusion and authenticity that aligns with Dairygold’s positioning as a community-focused food brand. Q: What is the campaign proposition for Make a minute? A: The campaign proposition for Make a minute centers on celebrating everyday moments of quality and authenticity, underscoring Dairygold’s promise of delivering 60 seconds of the Good Stuff. By sourcing over 2,500 video submissions from the public, Dairygold taps into real-life narratives and community participation, emphasizing its connection to genuine, relatable experiences tied to its dairy products. This strategy positions Dairygold as a trusted, accessible provider of wholesome foods that enhance daily life, resonating with Irish consumers who value sincerity, simplicity, and community. Q: How does Make a minute rank in Clapboard's archive? A: Make a minute holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the food and drink category. Q: Who are the competitors in Dairygold's category? A: In the Irish dairy sector, Dairygold competes with Kerrygold, which is known for its premium positioning and focus on authentic Irish heritage and natural farming. Glanbia stands out for its innovation in high-protein dairy and nutrition, targeting health-conscious and sports-oriented consumers. Ornua acts as the marketing arm for Irish dairy co-operatives, emphasizing reliability and global reach. Avoca appeals to niche markets with artisan, farm-to-table dairy products and a focus on sustainability, while Tipperary Co-Op highlights locally sourced produce and strong community ties, appealing to those who value regional provenance and support for local farmers.