Folk VML has created a new campaign for long-standing client Brennans Bread to highlight the brand’s unmistakable wax paper wrapping.
According to the agency, “at the heart of this campaign is a simple, powerful truth: that iconic yellow wax paper isn’t just nostalgic – it’s essential. It’s what keeps the freshness in.”
The campaign has launched across BVOD, social, and OOH, “with a consistent yellow visual world anchoring the Family Pan identity into the future,” the agency says.
The creative brings the pack front and centre, highlighting the iconic wax paper wrapping, its crinkly texture and the soft crinkling sound it make.
“This is more than a pack shot – it’s a piece of Irish culture,” says Jonny Cullen, creative director at Folk VML. “The wax paper isn’t just packaging. It’s a freshness seal, a comfort signal, and something every Irish household recognises instantly. This campaign brings all of that to life with iconic simplicity.”
“Family Pan is Ireland’s favourite sliced pan and our most popular bread, and our wax wrapper is as iconic as the product itself.” says Ivan Hammond, head of marketing at Brennans. “Our wax wrapper is synonymous with freshness and lets our customers know that they are guaranteed quality every time,” Cullens adds.
