Johnson Mooney & O'Brien (JMOB) was founded in 1835 and continue to produce high quality fresh bread every day since, making them Ireland's oldest bakery. JMOBs main competitor within the market place, Brennans Bread, had just launched a new campaign. JMOB wanted to ensure that while they had history on their side, not to be left behind in the Social generation.
The strategy landed on a key insight. That whilst other sectors within the category focused on price or availability, no one was owning taste. A area identified that JMOB could own out right.
The creative platform landed on the principal that taste is subject (to a degree). Whatever you put into a sandwich was entirely up to the person creating the sandwich. Our line "Whatever Your Taste, We'll Make It Taste Great" captured this and allowed us to showcase a series of sandwiches being made with various ingredients. This then allowed us to leverage social channels such as Instagram and Facebook to ask our community what their favourite Sandwich fillings where.
From zero engagement with the brand, in the space of a month we would see on average 50+ comments per post, re-sharing of filling suggestions and our community grow at a healthy rate.
