Folk VML has launched a new integrated brand campaign for Brennans Bread designed to re-establish the brand's authority around freshness while showcasing the breadth of its range for modern Irish households.
Launching from Monday, 16 March, the campaign runs across TV, VOD, Out of Home, social and in-store, bringing Brennans' promise of, "Today's Bread Today" to life in a way that feels sensory, playful and unmistakably fresh, adds the agency.
At the heart of the campaign is a new TV spot that brings to life the irresistible softness of Brennans bread.
The light-hearted creative plays on a familiar behaviour among bread shoppers — the instinctive squeeze test — turning it into a playful demonstration of Brennans' famous freshness, says the agency.
"Brennans is one of Ireland's most loved brands, but we saw an opportunity to reconnect it with something incredibly powerful — real, sensory freshness. Everyone knows the instinct to give a loaf a squeeze to check how fresh it is, so we turned that simple behaviour into the creative idea. The result is a fun, slightly surreal film that dramatises just how irresistibly soft Brennans bread is," says Jonny Cullen, Creative Director, Folk VML.
Ivan Hammond, Head of Marketing at Brennans Bread, adds, "Brennans has always been rooted in the promise of fresh bread for Irish families, but shoppers' expectations around freshness continue to evolve. This campaign brings that promise to life in a playful and memorable way while celebrating Brennans iconic Family Pan."
The campaign is the latest work from the long-standing partnership between Folk VML and Brennans Bread, with the agency proud to continue supporting the evolution of one of Ireland's most celebrated household brands, concludes Folk VML.
For more information, visit www.vml.com. You can also visit Folk VML on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of Facebook