After a string of successful product campaigns, Brennans Bread needed an overall brand idea that would build on their heritage as one of Ireland’s most iconic brands. This idea had to work across all media. The Brennan’s slogan “Today’s Bread Today” is a classic, but we wanted to show the hard work that goes into delivering fresh bread every morning.


Our new campaign is based around the idea of dedication. It celebrates the dedication of all the unsung heroes who work through the night to deliver a job well done. The TV commercial centres on atmospheric scenes shot around Dublin from the dead of night through the first light of dawn to just before full sunrise and features three Brennans employees – two bakers and a van driver – as they go about their work.

Bill Golding’s voice finishes off with: “Dedicated to today’s bread today”, an adaptation of the long-term Brennans slogan. The campaign also ran across outdoor, radio, press, with strong social support.