FULL TABLE, FULL HEARTS

An experiential marketing activation for Kerrygold®
offering a personalized message to a loved one.

Client: Kerrygold

Location: Chicago, IL

Date: March, 2025

Products: Imported Irish butter & cheese made with milk from grass-fed cows

Challenge
Cut through the noise to create a meaningful and memorable connection with consumers in a crowded festival environment filled with brand activations.

Solution
Welcome to Full Table, Full Hearts—a Kerrygold activation at Chicago’s inaugural Irish Village Market celebrating Saint Patrick’s Day 2025. This unique experience invited festival-goers to handwrite a personal postcard to a loved one and “send the gift of Kerrygold” along with a free product voucher. By turning a brand moment into a thoughtful gesture, Kerrygold created a direct-to-mail campaign that felt personal, authentic, and memorable. The activation also featured multiple touchpoints for engagement, including a prize wheel offering premium branded swag and a photo booth to capture, print, and share the day's memories.

Impact
Rather than receiving a generic mailer, recipients got a hand-addressed card from someone they love, significantly increasing the likelihood of engagement. This heartfelt gesture extended the brand’s reach well beyond the event, sparking ongoing conversations and goodwill in households across the country. The activation successfully blended in-person excitement with personal connection, making Kerrygold top-of-mind during the festive and culturally resonant moment.

Multi-Stage Experience

Festival Attendees were ushered through 4 unique Kerrygold experiences, each with a premium takeaway.

Branded Photobooth

with a 4x6 Kerrygold event branded printout. One to be kept forever and another copy mailed to a loved one!

Postcard Mailer Station

where guests gave the gift of Kerrygold with a handwritten postcard and a voucher for free product!

Prize Wheel

where everyone won a premium Kerrygold swag giveaway!

Sample Station

where everyone received a free Aged Cheddar Cheese Snack sample!

VIDEO RECAP

SINGLE-DAY RESULTS

Impressions: 200K+

Product Sampled: 2,000

Handwritten Personalized Mailers: 774

Photo Booth Prints: 597

Swag Distribution: 1,730

DESIGN & PRODUCTION

Utilizing a space of 30’x20’, our design team created multiple spaces that blended seamlessly together in a modular design that allowed for multiple entry points. Each of our spaces were designed and built in house by the Foxhole Creative team.

The primary focus was on our Kerrygold “shop” space that resembled an Irish kitchen, incorporating decor and branded elements throughout. We even imported two authentic Ireland mailboxes for an authentic Irish look and feel. Every element was meticulously collected and built to ensure the same quality as the Kerrygold brand itself.

Extending beyond this shop space, we designed and produced an 8’x7’ wall with foliage planter boxes on top, and a vinyl brand message, “May your table always be full.” This Irish blessing was the perfect backdrop for the Sample Station and Prize Wheel Activation.

Lastly, we incorporated a premium photo booth space that produced high quality images utilizing a DSLR camera. We finished the space with custom drapery and branding.

Given the location and timing, our production team was tasked with an early morning set up and immediate tear down following the event to make way for the Hundreds of Thousands of people to make their way downtown to view the dying of the river for St. Patricks Day in Chicago. This 16 hour day required our A team and our A game, and it was pulled off without a hitch for our beloved clients.