Background

From the beginning, Brady Family Ham had a clear goal:
Become the number one ham brand in Ireland. When we began working with the brand in 2012, it was ranked 7th nationally — with limited recognition outside it's home place of Kildare. The ham category itself was uninspiring, with little innovation or energy. Our challenge was to help Brady Family Ham stand out in a dull market and unlock growth.

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Insight

Every product has a truth to confess. Brady Family Ham wasn’t like other hams, and we knew this was our edge. Three key product truths stood out:

• Made from a single pork joint, like traditional ham.

• 100% Irish pork.

• No added water.

These differentiators became the foundation of our brand messaging strategy and were used consistently across campaigns.

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Attention

By 2019, Brady Family Ham had become the second most popular ham brand in Ireland. Previous campaigns had helped it climb the ranks, but claiming the top spot would take something more:
A distinctive tone of voice.

In most categories, brands sound the same. We saw an opportunity to help Brady Family Ham rise above the noise by owning a unique, unmistakable voice. The tone we developed over years of campaigns was: Upbeat, Playful and Slightly anarchic.

Our campaign brought this tone to life with a bold creative approach. On the surface, it featured butchers in a kitchen singing about ham — but the attitude, energy, and voice made it impossible to ignore. The campaign resonated widely and nearly broke the internet.

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Execution

Our campaign work for Brady Family Ham spanned a fully integrated media mix:

• Television 

• Online video

• Radio

• Digital display

• Social media marketing and always on content

• Print and Out Of Home advertising

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Results

• Brady Family Ham is now the number one ham brand in Ireland

• Entered the Top 20 Checkout Brands for the first time

• Outsells all competitors nationwide

• Firmly established as a national food brand

• Became a prominent GAA county sponsor

This success is a testament to the power of strong brand positioning, product truth, and a bold, creative voice.​​​

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As a creative advertising partner, we helped transform Brady Family Ham from a local favourite to Ireland’s most successful ham brand through strategic thinking, creative execution, and consistent brand storytelling. Building upon years of a trusted client/agency relationship to know when to take calculated risks and break through the constant noise of a highly competitive marketplace.