The Irish Bread Company relaunches Irish Pride with a new brand identity and its biggest ever through-the-line marketing campaign. The brand has one clear ambition: to become Ireland's number one everyday bread brand; and to transform how consumers think about white bread along the way.
White bread still accounts for almost half of all loaf sales in Ireland, yet it remains stubbornly framed as a "less healthy" choice. Irish Pride is changing that conversation.
Irish Pride’s category-disrupting, new range delivers up to 32% of people’s daily fibre needs in just two slices. *Boasting no preservatives, no added sugar, no palm oil, an emulsifier-free recipe and extended freshness that reduces food waste; the new range challenges long-held perceptions around nutrition and everyday bread choices.
The brand’s bold new packaging design and creative comms feature oversized typography and vibrant colourways that feel distinctly Irish Pride. The brand’s campaign line “The Best Sliced Bread Since Sliced Bread” speaks to the brand benefits in a playful way. The relaunch is squarely aimed at younger, urban families and aims to shift white bread from a compromise purchase to positive choice.
Julie-Ann Twomey, CMO, The Irish Bread Company, said: "Irish families are looking for more from the products they buy every week; more nutrition, more value, more choice. With this full repositioning, we're providing better choices for families that want to do right by their kids, without giving up the bread they actually love. The bread category deserves this kind of ambition, and Irish families deserve better fresh bread.”
Irish Pride's biggest ever campaign is now live nationwide, spanning broadcast, outdoor, digital and retail, with creative and comms designed to maximise fame, shelf standout and consumer recall.
The cross agency team includes: Slater Design (Design); MCCP (Strategy); THINKHOUSE (Creative, Comms and Production); HAVAS Media (Media Planning & Buying).
Further details on the brand and product specifics go to www.irishpride.ie and / or Irish Pride Bakery on instagram
