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

Since then, Brennan’s bakers have worked hard to perfect the product from concept to launch, while Folk VML, along with Mindshare and Invention, have developed the launch campaign, which will run across VOD, OOH and social media.

Made with white and wholemeal flour and fortified with zinc, iron and calcium to support immune, gut and cognitive health, Brennan’s Super Bread earns the enhanced product description: “Today’s bread, with extra goodness.”

The campaign, “The Good Baker,” introduces a new character from Brennans Bakery whose dedication to the craft of baking great-tasting, enriched bread is matched only by her devotion to the health and well-being of her family. In the 30-second spot, we see the baker from Brennans Super Bread arriving home at dawn after her night shift at the bakery and see the impact of “goodness” brought to life through her relationship with her son.

Jonny Cullen, Creative Director at Folk VML, said of the campaign: “Brennan’s Super Bread is a great product full of deliciousness for all the family. We wanted to tell this story in an emotional way that reflects real family life in Ireland.”

Ivan Hammond, Marketing Director at Brennans, said: “We are delighted to add Brennans Super Bread to our growing range of lifestyle breads. Brennans Super Bread is a treat for all the family and brings extra deliciousness to the table. This great tasting, innovative product is a testament to the dedication, innovation and craftsmanship of Brennans bakers.”