NEW YORK — Irish dairy brand Kerrygold is bringing a traditional Irish snack to New York City. The brand will host a limited-time pop-up celebrating St. Patrick’s Day.
On March 17, from 11 a.m. to 5 p.m., the company will serve its version of the Irish crisp sandwich. The pop-up will take place at Wildair.
The event highlights a simple Irish comfort food. The sandwich is made with soft white bread, cheese and onion, potato crisps, and grass-fed butter.
Kerrygold says the activation is part of its global “Made the Irish Way” campaign. The campaign aims to introduce the snack to international audiences. It also celebrates Irish food traditions.
The New York event is one of several promotional activities tied to the campaign. The campaign will run across the United States, Ireland, Germany, the United Kingdom, and South Africa throughout March.
Consumers attending the pop-up can try the sandwich while supplies last. Guests may also receive limited-edition merchandise created by Irish illustrator Hephee.
A simple Irish snack gets global attention
The crisp sandwich has long been a familiar homemade snack across Ireland, often associated with late-night meals or casual comfort food. Its appeal lies in its minimal ingredients and distinctive texture: crunchy potato chips layered inside buttered bread.
According to Kerrygold’s senior global brand manager Neil Rogers, the snack has recently gained traction on social media, prompting the brand to spotlight it in a larger marketing campaign.
Rogers said the company sees the growing curiosity around Irish food culture as an opportunity to introduce more global consumers to everyday Irish staples.
To expand the campaign’s reach, Kerrygold partnered with Irish actress Amybeth McNulty, known for her roles in Stranger Things and Anne with an E.
McNulty appears in campaign materials describing the crisp sandwich as a nostalgic snack tied to her childhood in Ireland.
Limited merchandise at the NYC pop-up
Kerrygold’s event will also feature limited-edition merchandise designed by Irish illustrator Hephee.
Attendees arriving at the pop-up will have the chance to receive free T-shirts, which will be distributed at the start of every hour beginning at 11 a.m., while supplies last.
The brand says the merchandise is intended to highlight Irish design and add a collectible element to the St. Patrick’s Day activation.
Why it matters
Food brands increasingly use cultural storytelling. They also use experiential marketing to create buzz around simple products.
By spotlighting a humble Irish snack, Kerrygold is tapping into a broader marketing strategy. This strategy focuses on authenticity, heritage, and shareable food trends.
Pop-up experiences like the New York activation help brands create cultural moments. They turn everyday ingredients into memorable experiences.
In Kerrygold’s case, butter becomes the centerpiece of the story. The campaign highlights Irish food traditions. It also emphasizes nostalgia and global curiosity about regional comfort foods.
For dairy brands, campaigns like this reinforce ingredient quality and origin. Consumers are paying closer attention to these factors.
Terms like grass-fed dairy, farming transparency, and heritage production methods are becoming more important to shoppers.
Editor’s note: Source86 perspective
For food manufacturers and private label brands, Kerrygold’s campaign highlights a broader CPG strategy. It shows how simple ingredients can become powerful storytelling tools that resonate with consumers.
Heritage-driven campaigns are becoming more common in food marketing. This is especially true when they connect to cultural holidays like St. Patrick’s Day. These campaigns can elevate everyday products such as butter, cheese, or baked goods. They transform ordinary items into memorable brand experiences. Nostalgia, authenticity, and regional traditions are increasingly powerful marketing drivers.
At Source86, we help brands manage ingredient sourcing and bulk dairy procurement. We also support private label production and co-manufacturing partnerships. Our approach focuses on transparency and operational efficiency.
As more brands emphasize ingredient quality and origin, reliable supply chains become critical. Trusted manufacturing partners help brands deliver these stories to consumers consistently. Let’s talk.
FAQs
A crisp sandwich combines buttered white bread and potato crisps, most commonly cheese-and-onion flavored chips, to create a traditional Irish snack. The contrast between the soft bread and crunchy chips is the key feature of the dish.
The pop-up will take place at Wildair in New York City on March 17 from 11 a.m. to 5 p.m..
Kerrygold launched its “Made the Irish Way” global campaign to highlight Irish food traditions and promote the brand’s grass-fed butter through cultural storytelling tied to St. Patrick’s Day.
External source: Kerrygold Is Letting the World in on Ireland’s Best-Kept (and Crispiest) Secret This St. Patrick’s Day
