Background

Bundys, Ireland’s original and most-loved burger bun brand, part of the Johnston Mooney and O'Brien family set out to launch a fresh new packaging design with an equally bold online campaign. The goal? Reignite love for the iconic bun and capture the attention of a new generation of burger lovers across Ireland.

Insight

In a market filled with claims of artisan quality and new flavours, Bundys didn’t need to shout — it just needed to remind people it’s the original. The brand’s long-standing place at the heart of Irish barbecues gave us our angle: Bundys is The Bun and Only. Confident, playful, and instantly recognisable.

Strategy

We leaned into this iconic status with a tongue-in-cheek online film that said it all without saying much. Set at a sunny Irish barbecue, the ad features a swagger-filled BBQ Dad who knows the power of a proper bun. With a catchy original jingle and a distinctly offbeat tone, the ad positioned Bundys as the OG with nothing to prove — just buns to serve that 'serve'.

Execution

The campaign launched across Radio, Digital Audio, YouTube, VOD, Programmatic, Meta, TikTok and Digital OOH. Everything was crafted to stop the scroll and connect with Irish audiences — nostalgic for the Bundys they grew up with, and ready to pass it on.

Conclusion

A confident creative campaign that landed the new packaging design with style and humour. It reaffirmed Bundys as a household name while setting the brand up for growth with a new generation. Proudly Irish. Unmistakably Bundys. The Bun and Only.