Henry Denny & Sons is a much-loved Irish brand, but over the last few years, this iconic brand had started to move into the background.
After winning the account last year ROTHCO (part of the Accenture Interactive group) realised Henry Denny & Sons isn’t just iconic, it’s iconic on a monumental scale. After spending some time looking into the brand’s history they found out that Henry Denny himself was an incredible man. So incredible that he pioneered the world of meat as we know it today. What, you may ask, does that mean?
HENRY DENNY INVENTED THE RASHER. Yes, Henry Denny invented the rasher in 1846. He was a man who wanted to export pork across the world but couldn’t without it spoiling. By cutting the meat into thin strips and soaking it in brine, the meat could successfully travel, and rashers were born! It was exploration through preservation.
Henry Denny may be gone but that same spirit of being passionate, open-minded and sharing is still lived every day. It’s that philosophy of saying yes and going for it that ROTHCO wanted to celebrate.
ROTHCO were delighted to work with Kerry Foods to reposition such an iconic Irish brand. Their brand ambition was to inspire Ireland to ‘go for it’ no matter what their ‘it’ is.
When you’re open to what life has to offer, everyone gets more out of it. And that’s not confined to the big things in life. It can be those small moments of everyday bravery that once capitalised on, can be incredibly rewarding. Seize the Denny!
“Our team is so excited to go live with our new positioning as the brand who encourage people to get out there and ‘Seize the Denny’ and to see this come to life through our new heavyweight through-the-line campaign built with our agency partners, ROTHCO. The idea of pushing the boundaries to take a risk and do something which may look small, but feels like a big deal for you is universally relatable and ties back perfectly to our roots and founder Henry Denny who, nearly 200 years ago, was busy inventing the rasher!” Conor Farrell, Kerry Foods Marketing Manager.
Client: Kerry Foods
Agency Producer: Aisling O’Dwyer
Executive Creative Director: Alan Kelly
Creative Directors: John Mc Mahon, Shay Madden
Creative Team: Kate Waters, Sam Caren
Account Director: Rosie Rogers
Account Executive: Clara Reddan
Project Manager: Caroline Coates
Media Agency: Vizeum
Activation Agency: Goosebump
Designer: Shane O’Riordan
Director of Marketing : Jill Byrne
Strategy: Paul Hughes – Director of Strategy; Darius Pasalar – Strategist; Bronagh O’Donovan – Strategist
Client: Nick Robinson – CMO; Nicola Weldon – Marketing Director; Conor Farrell – Marketing Manager; Marie Farrell – Brand Manager
Music: 80’s Fringe Rock & Plan afoot
Production Company: Speers Film
Director: Tom Merillion
Producer: Jonny Speers
Director of Photography: Simon Walshe
Post House: Screen Scene
Editor: Tom O’Flaherty
Post Production Supervisor: Peter Greene
VFX Supervisor: Allen Sillery
Sound: Will Farrell