RMG

In 2010, Brennans Bread tasked RMG with a challenge to make the brand relevant in the digital space. Our strategic response saw us take key brand assets and deliver them to a digital audience in a way that created an enjoyable, rewarding and engaging brand experience.

By creating a new website to host our campaign activities, we began with a series of animated ads featuring the famous ‘Old Mr Brennan’ and asked the nation what they would like him to talk about on the next radio ad.

Delivering true co-creation across record response levels, the radio ad aired during the summer of 2011. A further example of the brand using digital channels to connect with its target audience was the recent nationwide competition for a playground makeover. Leveraging the brand’s heritage & core family-centric positioning, it delivered huge levels of engagement across the country.