Droga5 Dublin, formerly Rothco, has created a new emotive campaign for Denny called “Grand Dad.” This is the first campaign created by the agency since it rebranded while it’s also the first campaign for Denny since it was sold to Pilgrim’s Foods in 2021.
The heart-felt campaign aims to remind us that, sometimes, the most comfort is derived from comforting others and tells the story of a man trying to find his role in a family that’s been upended by the arrival of the first grandchild.
“It’s wonderful to work on a brand that genuinely has a place in so many Irish homes – it meant that we had permission to actually tell a story not just about the product, but a story about an Irish family. This story portrays a familiar challenge: just when you think you’ve got everything sussed out, life throws you a curveball. What starts out as another day in paradise for Grandad, ends up with him trying to figure out his role in a strange new world. It’s a powerfully simple story that gives us a warm feeling every time we watch it,” says Rob Maguire, creative director, Droga5 Dublin, part of Accenture Song.
According to Julie Ann Twomey, marketing & innovation controller at Pilgrim’s Food Masters: “Denny will be the first campaign launch under our new owners Pilgrims Food Masters this September. Our emotive “Only Denny Will Do” platform campaign has been created through the pursuit of the best for the Denny brand by Droga5 Dublin, part of Accenture Song. We can’t wait to launch it with our consumers at our key “back to school” trading period.”
Credits
Client: Pilgrims Food Masters
Marketing & Innovation Controller: Julie Ann Twomey
Senior Brand Manager: Ashley O’Sullivan
Brand Manager: Shauna Moran
Marketing Graduate: Heather Grealy
Agency: Droga5 Dublin, part of Accenture Song
ECD: Jen Speirs
Creative Directors: Rob Maguire & Shay Madden
Associate Creative Director: Alex Ingarfield
Creative Team: Emmet Heneghan & Steve Clifford
Head of Planning: Darius Pasalar
Strategy Director: Tamara Conyngham
Senior Strategist: Darren Soon
Director of Production and Studio: Jessica Bermingham
Executive Producer: Al Byrnes
Senior Agency Producer: Fiona Plumstead
Assistant Producer: Proud Ngwenya
Business Director: Aoife Coyne
Account Director: Andy Williams
Account Executive: Steven Nagle
Production Company: Banjoman
Director: Duncan Christie
Executive Producer: Matt D’Arcy
Line Producer: Vanessa Briscoe
Creative Studio: Gabha Studios
Post Producer: Daf Upsdell
Director of Photography: Luke Jacobs
Editors: Rob Hegarty
Assistant Editor: Andrew Francis
Composer: Zebedee Budworth
Sound Engineer: Will Farrell @ Blast Audio
