Food provenance is a hot topic, but butter was rarely part of the conversation.

We were tasked with introducing Kerrygold’s grass-fed butter and their commitment to "the right way to do dairy" to an ethical, health-conscious foodie audience. Our solution was The Tale of City Sue, a children’s storybook about why cows are happier grazing in fields than living in warehouses.

We partnered with The Guardian to distribute the book with the paper and created branded editorial content for their weekend magazine. The campaign also included print ads and an animated adaptation of the book, narrated by Chris O’Dowd.

Made at Karmarama 2015