Blessington Farm Steps Into National Spotlight

Tinode dairy farm hosts National Dairy Council campaign celebrating Irish agriculture

From Wicklow Fields to National Screen

The campaign, which premiered on September 23rd, was filmed on Phibbs' property, using the distinctive Wicklow landscape—green pastures and rolling hills—as a striking natural setting.

The advertisement features a humorous encounter between seven-year-old actor Seání and Dublin actor Gavan O'Connor-Duffy as the legendary warrior Cú Chulainn.

"It was a very different day on the farm when the cast and crew arrived. It was fascinating to see how the advertisement came together," said Phibbs, reflecting on hosting the nationwide production.

Local Pride, National Reach

For Phibbs and the broader Wicklow farming community, the campaign represents recognition of the region's agricultural heritage. The farm, which supplies milk to Tirlán, one of Ireland's largest dairy cooperatives, exemplifies the pasture-based dairy system that defines Irish milk production.

"As dairy farmers, we're proud of what we do. A lot of care goes into producing milk every day, but many people never get to visit a working dairy farm," Phibbs said. "It's a proud moment to see our farm and the Wicklow countryside featured in a national campaign."

Irish Dairy. A True Irish Legend.

84% of Irish adults agree that dairy farming is an important part of Ireland's history and culture

Bridging the Generation Gap

Behind the lighthearted campaign lies a serious message: younger people are losing connection with where their food comes from. National Dairy Council research reveals a stark generational divide in pride and understanding of Irish dairy.

The Numbers Tell the Story

• 74% of Irish adults feel proud of the Irish dairy sector

• 55% among 18-24-year-olds feel the same pride

• 75% of adults believe Irish dairy's quality is unequalled globally

• 49% of 18-24-year-olds share this belief

Emma Walls, CEO of the National Dairy Council, explained the campaign's purpose: "Many younger people today simply have less direct exposure to farming than generations before them. Our new campaign is one of the ways we are responding to that challenge, by telling the story of Irish dairy in a way that is entertaining, distinctly Irish, and relevant to audiences who may never have set foot on a dairy farm."

The Wicklow Advantage

The choice of Blessington was deliberate. The farm's landscape—with its verdant fields and distant hills—perfectly captured the pastoral image of Irish dairy farming. For visitors to the campaign, the visual identity of Wicklow's countryside has become synonymous with quality Irish milk and cream.

The campaign runs nationwide across television, streaming, radio, digital, social media, and outdoor advertising. It also promotes the National Dairy Council Guarantee, which 68% of Irish adults associate with trusted, quality dairy products farmed and processed in the Republic of Ireland.

"We cannot assume that the understanding and connection previous generations had with farming will automatically carry forward. The campaign celebrates the farmers, cows, and pasture-based system behind the dairy products that are part of everyday life in Ireland, while helping a new generation understand what makes Irish dairy distinctive."

— Emma Walls, CEO, National Dairy Council

What It Means for Wicklow

For Wicklow's agricultural community, the campaign underscores the county's role as a major dairy producer. With farms like Phibbs' serving as both workplaces and now, increasingly, as ambassadors for Irish farming, the region continues to hold a central place in Ireland's food story.

The national campaign is a reminder that behind every glass of milk and drop of cream are people like Phibbs—farmers in places like Blessington, Tinode, and across Wicklow—working daily to produce food that sustains Irish families.