Kerrygold Launches First of its Kind Interactive Experience Taking Stories from Fable to Table

Kerrygold has launched a one-of-a-kind experience that brings delicious recipes to life through fable-like stories. The Magical Pantry helps families cook together through an innovative digital platform that integrates recipes seamlessly into children’s stories so kids can learn and practice cooking skills every time they read. 

The Magical Pantry, designed for both desktop and mobile, lets young families fully customise a character, pick from almost 40 recipes, and select one of four unique fables to read and enjoy. Their character is then incorporated right into the pages of the story – where hundreds of combinations of recipes and stories magically come to life.

You can experience The Magical Pantry here.

“The Magical Pantry was created as a way to inspire millennial parents with delicious recipes that they can create together with their families. The Kerrygold brand has always been synonymous with bringing people together over food and so we are excited to bring this experience to life through a digital storytelling platform that all the family can enjoy.” said Brian Cleere, global marketing director, Kerrygold. 

Kerrygold and Energy BBDO set out to help parents involve their families in the cooking experience, and purposefully crafted every step of the program. In order for readers to feel well-represented, Energy BBDO brought together a team of 15 DE&I champions from different backgrounds to contribute from their points of view. The recipes were crafted by The Dynamite Shop, an interactive cooking school that specialises in creating kid-friendly recipes, and stories were consulted by Ireland’s award-winning children’s writer Vicky McFarland. Recipes, characters, and stories were illustrated by multidisciplinary artist & illustrator Dan Gartman, and the entire experience was brought to life by the global interactive design studio, makemepulse. 

“Our goal with The Magical Pantry was to evolve the instructional recipe format into narrative storybooks that engage and entertain as they teach. The result is an intuitive, immersive way for parents to involve the whole family in the cooking experience,” says Dane Canada, creative director at Energy BBDO. 

Kerrygold’s The Magical Pantry is part of a global initiative for the brand to reach younger consumers, specifically millennial parents. The platform will launch in the US this September and is the centrepiece of a multi-channel integrated campaign, amplified across social, digital, PR and experiential through their agency partners PHD and Weber Shandwick. Roll-out of The Magical Pantry will continue in 2023, with localised versions of the platform also launching in Germany, UK and Ireland.