The Irish Dairy Board is to launch a promotional campaign for its butter brand Kerrygold in the UK in a bid to emphasise its ownership by Irish dairy farmers.

The dairy company has asked the farmers who own Kerrygold to feature in the series of TV campaigns, which start on 4 May.

The GBP2.75m (US$4m) advert features five Kerrygold farmers filming parts of their working day and giving an insight into the farming life of them and their families.

“By making the consumers aware of the farmer-owned structure of the brand they will hopefully see that purchasing Kerrygold butter is having a direct impact on the producers,” said Alison Palmer, brand marketing controller for Kerrygold.

The campaign will run through to the end of August with 30 and ten-second advertisements and will support sales of both the block and softer butter range.

It will be further supported by a PR campaign that will target consumer online, radio and editorial across the UK.