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.
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