Kerry foods created a new product for a new audience. Millennial males were recognised as a growth area and so Fire and Smoke was launched in 2015. While traditional channels were used to build awareness and online content approach was required to reach this new audience.


Instead of directly selling the meat to this new audience we created a communications platform that encouraged people to engage with the brand. A content campaign was put in place that personified the brand positioning through the lives of people who live their life their own way.

These stories spoke to the authentic and adventurous side of the Fire and Smoke brand and where served out on channels we knew the audience would be.