Sponge identified the opportunity to humanize the source of Kerrygold dairy products - the herd itself - by creating a contest to name the next member of the Kerrygold family. The contest and program became an experience that drew interest and active participation among fans and new customers. Just prior to the next Kerrygold calf being born, Sponge launched a comprehensive program featuring content about the farmers in the Kerrygold family, and how well they treat their dairy cows - demonstrating the care, love and attention each member of the family receives – as well as the news of “expecting” their next arrival in the family, “Half Pint.”