This Saint Patrick’s Day, the Irish butter brand beloved by American home cooks is doing something a little different. Kerrygold, the iconic gold-foiled butter that has become the second-best-selling butter brand in the United States, has launched a sweeping multichannel campaign called “St. Patrick’s Day Made the Kerrygold Way” for March 2026, and tapped one of Ireland’s most recognizable young stars to help bring it to a global audience.
Award-winning Irish actor and singer Amybeth McNulty, fresh off the final season of Stranger Things, is introducing the campaign’s hero snack to her global audience on social media as part of an international rollout spanning Ireland, the United States, Germany, the United Kingdom, South Africa, and beyond. For American fans who know her best as Vickie from Stranger Things, the partnership is a full-circle moment: a County Donegal girl now representing one of Ireland’s most recognizable food exports to the very international audience she has built through Hollywood.
McNulty was born and raised in Milford, a small town in County Donegal, and first found international recognition as Anne Shirley in the CBC/Netflix series Anne with an E, before joining the cast of Stranger Things as Vickie in 2022. The final season of that show aired in 2025, and McNulty has since become one of the more prominent young Irish faces in global entertainment. She attended the BRIT Awards 2026 just weeks before this campaign launched, underscoring how far she has traveled from her roots without ever seeming to leave them behind.
The snack at the center of the campaign may sound puzzling to anyone who did not grow up in Ireland. The Kerrygold Crisp Sandwich is built from three simple components: soft white bread, potato crisps, and generous layers of rich, golden Kerrygold butter. To an American audience accustomed to potato chips appearing mostly in a bowl at a party, the idea of pressing them between buttered slices of white bread might raise an eyebrow. But in Ireland, it is not a novelty. It is a ritual. McNulty herself is Team Salt and Vinegar, a bold declaration in a country where crisp sandwich allegiances run deep.
For many Irish people, the crisp sandwich is less a recipe and more a rite of passage, a quick kitchen creation passed down from school lunchboxes to late-night snacks across generations. Most devotees agree on the essentials: two slices of soft white bread generously spread with softened Kerrygold butter, layered with cheese-and-onion potato crisps, pressed gently together so the layers meld, and eaten immediately.
It is beloved by Irish locals and A-list celebrities alike. Colin Farrell helped spread the gospel on a recent episode of The Graham Norton Show, explaining that he once made Margot Robbie Tayto crisp sandwiches while filming a movie together, describing the snack as the food of his childhood and the taste that brings that era rushing back. While Ireland may never settle the great debate over which crisps belong between the slices, or which bread truly makes it best, one thing has never been up for discussion: the butter. That unwavering loyalty to Kerrygold as the only acceptable spread is, of course, exactly the brand point the campaign is making.
The campaign launches across social, digital, PR, and retail channels throughout March. In the United States, the New York venue WildAir is among the marquee bars and pubs worldwide participating in the activation, serving the Kerrygold crisp sandwich as a signature Saint Patrick’s Day pairing.
The crisp sandwich is not the only Irish food getting its moment. Kerrygold has also partnered with chef JP McMahon, of Michelin-starred restaurant Aniar in Galway, to create a collection of authentic Irish recipes rooted in the country’s food traditions. Recipes include a hearty lamb hotpot, artisanal stout bread, indulgent cheese scones, and a golden apple and whiskey tart, all available on the Kerrygold website and offering American fans a practical way to celebrate with something more substantial than a standard supermarket corned beef kit.
For McNulty, whose fanbase stretches across North America from her Anne with an E and Stranger Things days, the partnership places her at the intersection of her Irish roots and her global reach. Kerrygold has described the crisp sandwich as nostalgic, comforting, and unmistakably Irish, which makes it, in their words, the perfect snack to celebrate Saint Patrick’s Day.
For American fans following McNulty into this new chapter after Stranger Things, consider this an invitation. Grab a pat of Kerrygold from your grocery store, find the closest thing to a cheese-and-onion crisp you can manage, and press them together between two slices of soft white bread. It is not a complicated recipe. That, apparently, is entirely the point.
