Turning three product truths into market leadership.
A fourteen-year partnership that took a Timahoe family brand from seventh in the market to Ireland’s best-selling ham.
Forage out the truth
Look-alike category vs. real product difference. Brady Family entered the market with low national awareness and a small share, up against long-established brands that all used the same tones, the same visuals, and the same claims. In a category that interchangeable, advertising doesn’t build the brand that paid for it – it builds the one already leading.
What we uncovered: Three product truths no competitor could match. Made from a single pork joint. 100% Irish pork. No added water. Not brand positioning invented in a boardroom – facts about how the ham is actually made, and facts most of the category could not claim.
Why it mattered: Ham is a low-interest, high-frequency purchase where shoppers assume every pack is broadly the same. Concrete, checkable product differences gave people an actual reason to reach past the brand they’d always bought and gave Brady Family an ownable position in a category built on sameness.
Strategy that drives differentiation
From product specs to brand property. We built a disciplined, truth-led strategy on a single principle: absolute consistency. Three truths, repeated relentlessly, in one story told everywhere – TV, OOH, radio and social – rather than a new message every campaign cycle.
To make sure Brady Family never blended into sector conventions, we paired that discipline with a tone of voice that could belong to no one else: confident, playful, and unmistakably Brady Family. The truths gave us the argument. The tone of voice made it impossible to misattribute.
Creativity that cuts through
We didn’t recite the product truths. We made them singable. By 2019 Brady Family was the second most popular ham in Ireland. Previous campaigns had driven the climb, but taking the top spot needed something louder. We developed a culturally resonant platform anchored in Irish humour and musicality: “Come Out You Other Hams.” A chorus of butchers harmonising the cold, hard specs — no added water, one pork joint, 100% Irish pork — turning a product list into an anthem.
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.
As a full-service creative agency, we made sure every touchpoint performed the difference rather than just describing it. The campaign went viral nationwide and moved beyond advertising into a genuine cultural moment.
Results that deliver lasting value
Market leadership through consistency. Product truth combined with a bold, distinctive voice delivered measurable commercial impact and a brand that now owns its own advertising.
- #1 Ham brand in Ireland: Market leader, up from seventh place.
- Outsells all competitors nationwide: Category dominance, not just category presence.
- Checkout Top 20 Brands: Entered Ireland’s top-20 grocery brands for the first time.
- Cultural icon: Established as a national food brand and a prominent GAA county sponsor.
The partnership
Brady Family’s product truths are no longer specs on a pack – they’re the brand. At Bloom, we help brands find the truth competitors can’t borrow and build it into work that gets correctly attributed. This one was built on strong positioning, consistent storytelling, and a client relationship trusted enough to take calculated risks.
