Goosebump has created a new campaign for Johnston Mooney & O’Brien’s Goodness of Both bread, using a familiar family game to highlight the competing preferences parents face in the bread aisle.
Called ‘Would You Rather…’, the campaign centres on a playful exchange between a mother and son, including the question: “Would you rather yawn confetti or sneeze beans?”
While the son has no difficulty choosing his answers, the campaign positions Goodness of Both as a solution to a more practical dilemma for parents: finding bread that combines the taste and texture children enjoy with the wholemeal goodness parents want.
The creative draws on the pressures of the family grocery shop, where parents’ intentions around nourishment and fibre can clash with children’s preference for soft white bread. The campaign presents the product as a way to reduce that tension, alongside lunchbox disagreements, food waste and morning hassle.
Using family banter to communicate the proposition, the campaign is built around the idea that parents need easier choices.
Goosebump worked with production company Rubberduck, director James Fitzgerald and sound studio Raygun on the campaign, which runs across video on demand, radio, digital out-of-home and social channels.
Credits
Client: Johnston Mooney & O’Brien
Managing Director: Brendan Smartt
Marketing Manager: Claire Doyle
Agency: goosebump
Managing Director: Sarah Love
Executive Creative Director: Robert Boyle
Senior Art Director: Ciara Griffin
Copywriter: Alex Hayes
Art Director: Billie Jean Doheny
Art Director: Alana McDonough
Head of Strategy: Bríona McArdle
Strategic Planner: Alana Dwyer
Account Director: Grace O’Donohoe
Account Manager: Molly Power
Head of Social: Kyle Tegart
Social Media Manager: Jordyn Mulvey
Production Company: Rubberduck
Director: James Fitzgerald
Producer: Helen Barry Duke
Production Coordinator: Therese Shannon
Production Assistant: Kate O’Hara
Director of Photography: Aidan Gault
First Camera Assistant: Laurent Murray
Digital Imaging Technician: Darragh Scott
Gaffer: Mark Sosiak
Set Dresser: Gabrielle Drimalovski
Hair and Makeup: Aoife Hayes
Sound Operator: Steven Power
Sound Studio: Raygun
Retouching: Lee Hickman
