BRADY Family Ham - Come out you other hams
Brady Family Ham: From 7th place to #1 ham in Ireland
Come out you other hams!
How singular truths and a Bold Tone of Voice Helped Ireland’s Top Ham Brand Take the No.1 Spot
Brady Family Ham
Viral Reaction
BACKGROUND
From Timahoe’s Finest to Ireland’s #1 Ham Brand.
Through a long-term strategic partnership, Brady Family Ham has risen from 7th place to become Ireland’s #1 ham brand, cementing itself as a household name and a top performer in the FMCG sector.
FORAGE OUT THE TRUTH
rady Family Ham entered the market with low national awareness and a small share, competing against long-established brands that all used similar tones, visuals, and claims. To break the deadlock, we rooted out three powerful product truths:
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Made from a single pork joint.
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100% Irish pork.
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No added water.
These authentic differentiators became the foundation of a unique, ownable brand position in an otherwise look-alike category.
STRATEGY THAT DRIVES DIFFERENTIATION
We built a disciplined, truth-led strategy centred on absolute consistency:
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Focus on what matters: Relentlessly repeat the three product truths.
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Define a distinctive tone: Confident, playful, and unmistakably Brady Family.
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Drive consistency: One story, everywhere.
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Invest where it counts: TV, OOH, radio and social for maximum impact.
This clarity ensured Brady Family never blended into sector conventions.
CREATIVITY THAT CUTS THROUGH
The Challenge: From Runner-Up to Market Leader, by 2019 Brady Family Ham was the second most popular ham brand in Ireland. While previous campaigns had driven growth, claiming the top spot required a shift. We needed to rise above the noise by owning a voice that was upbeat, playful, and slightly anarchic. We needed a tone that could belong to no one else.
The Breakthrough: We developed a bold, culturally resonant platform anchored in Irish humour and musicality: “Come Out You Other Hams.”
This wasn't just about communicating difference; it was about performing it. We utilised a chorus of butchers to harmonise the cold, hard product truths, turning technical specs into a catchy anthem:
“No added water. One pork joint. 100% Irish Pork.”
By leaning into high-end craft and wit, the work moved beyond standard advertising to create a genuine cultural moment.
The Rollout
The campaign went viral nationwide. We amplified this distinct personality across a fully integrated media mix:
TV & Video: High-energy spots featuring the singing butchers.
Audio: Radio spots driving the musical hook.
Digital & Social: Always-on content and display advertising.
OOH: Print and Outdoor advertising that reinforced the bold visual identity.
The Results
The strategy of combining product truth with a bold creative voice paid off, delivering measurable business impact:
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#1 Ham Brand: Brady Family Ham is now the market leader in Ireland.
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Top 20 Status: Entered the Checkout Top 20 Brands for the first time.
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Market Dominance: Now outsells all competitors nationwide.
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Cultural Icon: Firmly established as a national food brand and a prominent GAA county sponsor.
The Partnership
As a creative partner, we helped transform Brady Family Ham from a local favourite to Ireland’s most successful ham brand. It is a success story built on strong positioning, consistent storytelling, and a client relationship trusted enough to take calculated risks that break through the noise.