Founded in 1835, Johnson Mooney and O’Brien is Ireland’s oldest bakery, producing fresh bread every day for generations. While heritage gave the brand credibility, the challenge was ensuring relevance in a social first culture where conversation and participation matter as much as legacy.
As competitors focused on price and availability, we identified an opportunity for JMOB to own a different space in the category. Taste. Bread is not just a staple. It is the foundation of personal choice, shaped by what people put into it.
We led the development of a creative platform titled Whatever Your Taste. The idea acknowledged that taste is subjective and personal, while positioning JMOB bread as the constant that makes every choice better. The platform allowed the brand to celebrate variety without judgement, inviting people to express themselves through their favourite sandwiches.
The creative came to life through a series of simple, appetite driven executions that showcased different fillings and combinations. Social channels such as Instagram and Facebook became the primary space for interaction, with the brand actively asking its community to share their favourite sandwich fillings and rituals.
The response transformed JMOB’s presence. From no meaningful engagement, the brand quickly built an active community, generating consistent conversation, sharing, and participation. Within the first month, posts regularly received more than fifty comments, with audiences contributing ideas and helping shape the content itself.
The work repositioned JMOB from a heritage bakery into a modern, taste led brand, proving that longevity and relevance can coexist when creativity invites people in.
