Brennans Super Bread Campaign Introduces the Good Baker

Brennans Bread and Folk VML launch Brennans Super Bread, an exciting innovation from Ireland’s most chosen brand (Kantar 2024). The concept for a fortified bread designed to improve family health and wellbeing was born from Folk VML’s Collision, the agency’s innovation process designed to unlock new growth. 

Since then, Brennans bakers have been hard at work perfecting the product from concept to launch while Folk VML, together with Mindshare and Invention, developed the launch campaign which will run on VOD, OOH and social media. 

Brennans Super Bread is made with white and wholemeal flour, and fortified with zinc, iron and calcium to support the immune system, gut and cognitive health,  earning the evolved product description: ‘today’s bread, with extra goodness’.

The campaign ‘The Good Baker’ introduces a new character from the Brennans Bakery whose dedication to the craft of baking great-tasting, fortified bread is only matched by her dedication to her family’s health and wellbeing. In the 30 second spot, we see the Brennans Super Bread baker coming home at dawn after her night shift in the bakery and seeing the impact of ‘goodness’ come to life through her relationship with her son. 

Speaking about the campaign, Jonny Cullen, creative director, Folk VML, said, “Brennans Super Bread is a great product, full of goodness for all the family. We were keen to tell this story in an emotive way that connects with and reflects real family life in Ireland”.

Ivan Hammond, head of marketing, Brennans, said, “We are delighted to add Brennans Super Bread to our growing range of lifestyle breads. Brennans Super Bread can be enjoyed by the whole family and brings extra goodness to the table. This great-tasting, innovative product is testament to the dedication, innovation, and craft of the Brennans bakers”.