Moo'd Irish Ice Cream: The Little Giant

Our objective was to turn Moo'd from a small Irish ice cream brand into a challenger people would recognise, remember and want to share. Competing against multinational brands with far greater media budgets, we could not outspend the category. So we set out to outbehave it.

We built Moo'd around a distinctive social personality: playful, warm, culturally aware and just cheeky enough. Four content pillars, Product Indulgence, Moments & Occasions, People & Personality and Pop Culture & Trends, gave the brand a repeatable system for balancing craveability, cultural relevance and community participation. Rather than treating the feed as a product catalogue, we treated it as a character people could interact with.

Our hero moment, “Moo'kado”, fused Moo'd soft serve with Jacob's Mikado, one of Ireland's most recognisable biscuits, creating a limited-edition product competitors could not replicate. Elsewhere, reactive content inserted Moo'd naturally into conversations around Love Island and The Devil Wears Prada 2, while indulgent formats such as the Double Sauce Pour turned the product itself into entertainment. Identity-led posts including “What your Moo'd order says about you” gave audiences a reason to tag, share and see themselves in the brand.

That approach delivered 4.75 million video views across TikTok and Instagram, alongside 21,000+ likes, 11,400 saves, 8,200 shares and 3,000 comments. TikTok generated 3.45 million views and doubled the brand's follower base, while Instagram added 1,500 followers. With just €2,500 invested in creators and €4,500 in paid amplification, selected campaigns achieved click-through rates of up to 20% and a 32% video completion rate.

Crucially, Moo'd built relevance through recognisable Irish life, not generic advertising. Leaving Cert results, the summer solstice, Taste of Dublin and trusted Irish creators gave the brand credible reasons to appear in people's feeds.

The result was a small challenger behaving with the confidence of a category giant. Moo'd did not win attention by shouting louder. It created a brand people wanted to pass on, proving that personality, participation and cultural instinct could make a little Irish ice cream brand feel very big indeed, while building an owned community capable of supporting future launches and seasons.