Food & DrinkNational Dairy Council × Eimear Considine — Sustainability Campaign
The National Dairy Council appointed Eimear Considine to promote sustainable Irish dairy through content, events, press interviews and a national television campaign.
Overview
The campaign
The National Dairy Council of Ireland partnered with Sport Endorse to appoint international rugby player and teacher Eimear Considine as a sports ambassador. Through the "From the Ground Up" campaign, she supported sustainable Irish dairy production across content, events, press interviews and a television campaign launched in January 2023.
The challenge
The National Dairy Council needed a sports ambassador who could communicate a message about sustainable Irish dairy production to a broad national audience. The role required more than social visibility. The selected spokesperson had to be credible in front of cameras, comfortable with journalists and capable of representing the campaign consistently across events, campaign content and media appearances.
The brief also called for an athlete whose public profile could connect sport, everyday nutrition and Irish identity without making the campaign feel forced. Because the programme included a content shoot, a press conference, interviews and a later television advertisement, the National Dairy Council needed a dependable ambassador who could work across several formats while keeping the message accessible and authentic.
The Sport Endorse solution
Sport Endorse connected the National Dairy Council with Eimear Considine. The public success story identifies her as an international rugby player and a teacher, describing her as a strong spokesperson for the "From the Ground Up" campaign. Her combination of elite sporting experience, communication skills and professional credibility gave the brand a recognisable ambassador for its sustainable Irish dairy message.
Internal HubSpot records confirm that the "National Dairy Council for Eimear Considine" opportunity was created on 27 February 2022 and later completed, with a close date of 23 April 2022. The earliest internal note records Eimear's interest and indicates that fee and contract discussions were due to follow, showing the progression from initial athlete interest to a completed ambassador appointment.
The public campaign record confirms a broader activation after selection. Eimear participated in a content shoot, attended a press conference, completed media interviews and represented the National Dairy Council at events. The partnership then extended into the EU-funded television campaign "Milk. It's Good to Know it's Good", which was scheduled to go live in January 2023. This gave the collaboration continuity beyond the original 2022 ambassador activity.
Athlete fit
Eimear Considine matched the campaign because her profile combined high-performance sport with a grounded professional identity. As an international rugby player, she brought sporting credibility and national relevance. As a teacher, she also offered the clarity and confidence needed to explain a public-facing message in interviews, at events and during formal media activity.
Her fit was strengthened by the variety of the campaign. The National Dairy Council did not need a talent suited only to a single post; it needed someone able to move naturally between photography, live events, a press conference, interviews and television. The client's published testimonial confirms that Eimear was enjoyable to work with and sufficiently effective that the organisation intended to collaborate with her again.
Deliverables
- One national sports ambassador, Eimear Considine, appointed through Sport Endorse.
- Ambassador participation in the National Dairy Council's "From the Ground Up" campaign.
- Campaign content shoot featuring Eimear as the public spokesperson.
- Attendance and participation at campaign events and a press conference.
- Media interviews promoting Irish dairy production.
- Continued ambassador involvement in the EU-funded "Milk. It's Good to Know it's Good" television campaign.
- Television campaign launch scheduled for January 2023.
- Campaign coordination supported from athlete interest and contract discussion through completed activation.
Results
The reviewed sources confirm one appointed ambassador, four named activation formats and a 55-day internal sourcing-to-close timeline. They also confirm that the relationship extended from the 2022 "From the Ground Up" activity into a television campaign launched in January 2023. Reach, impressions, engagement, audience figures and commercial impact were not available in the reviewed records and have not been estimated.
“Eimear Considine was a sports ambassador for us in 2022 and she was a pleasure to work with from attending events, doing press interviews to promote Irish dairy and starring in our new TV campaign going live in January 2023. We will definitely work with her again and would highly recommend her." - Cathy Curran, Communications Manager, National Dairy Council”— Cathy Curran, Communications Manager, NDC
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