WPP Media has launched its latest Christmas campaign for Brennans Bread, turning one the festive season’s most beloved food moments – the making of the leftover sandwiches- into a legendary sporting event.
“This year, Brennans is taking centre stage with a campaign built on three cherished Irish traditions: great food, great fun, and commentary from the legend himself, George Hamilton,” according to the agency.
“At its heart, this campaign is about elevating a simple, joyous moment-the leftover sandwich-into something truly epic and entertaining. It’s about tapping into that uniquely Irish sense of humour and tradition that brings everyone together at Christmas,” said David Ahlstrom, head of invention at WPP Media.
“With his unmistakable wit and charm, Hamilton leads a unique Christmas commentary, narrating the drama, delight, and deliciousness that unfold in Irish kitchens. From the construction of the ultimate St. Stephen’s Day leftover sandwich to a bustling family breakfast, George reminds the nation why Christmas simply tastes better with Brennans.”
The campaign is spearheaded by two hero videos, created for Meta and TikTok, showcasing Hamilton’s witty commentary on classic Christmas meal moments. The campaign also includes a social competition, ‘The Crust-mas Cracker Contest’, where fans can win bespoke Brennans Christmas Crackers by sharing their best Christmas cracker jokes.
“For generations, Brennans has been at the heart of the Irish family table, and never more so than at Christmas,” added Ivan Hammond, head of marketing, Brennan’s Bakeries.
“This campaign perfectly captures the fun and warmth of the season. George Hamilton brings a legendary status to our beloved traditions, reminding everyone that from the first slice of toast on Christmas morning to the last leftover sandwich, Christmas simply tastes better with Brennans.”
CREDITS
Client: Brennans Bread
Head of Marketing: Ivan Hammond
Agency: Invention, a WPP Media brand.
Head of Invention: David Ahlstrom
Creative Director: Emma Morris
Senior Creative: Luke Wright
Director of Social: Zoe Powderly
Account Director: Sophie Fitzgerald
Mindshare, a WPP Media brand
Business Director: Peter Flanagan
Account Director: Mark Hughes
Senior Account Manager: Lauren Byrne
Production House: Fluent
Director of Photography: Andrew Cummins
Director: Dave McCormack
Production Manager: EmmaJane Dunne
1st AC: Kyle Walsh
Food Stylist: Sarinya Rattana
Sound Mix: Robin Sherry Wood
