TBWA\Ireland and Pilgrim’s Europe launch new Denny brand platform
The full Denny portfolio for the very first time will be under one creative umbrella
Print11 April 2025
TBWA\Ireland and Pilgrim’s Europe have recently unveiled a new brand platform for Denny – “Denny Time, Denny Place”, aiming to reaffirm its place in Irish hearts and kitchens.
The innovative campaign will be rolled out across TV, VOD, OOH, social, and digital channels, marking a significant moment for one of Ireland’s most iconic food brands.
“We wanted to disrupt the typical Irish FMCG convention of food nostalgia and bring this iconic brand into a more contemporary space,” Ronán Jennings, strategy director at TBWA\Ireland, said.
Campaign message
Crafted to reflect relatable, real-life moments, the campaign tells a story of the many ways Denny products are part of everyday life in Ireland.
Whether it’s a late-night slice of ham or an after-match dinner, the platform taps into the nature of “Denny moments”.
“We wish to be true to our own relationships with food. Whether that’s the sandwiches on the way home from school or slices of ham in the middle of the night, we wanted to show people that there’s no wrong time or place to enjoy Denny,” Donal Gaughran and Vini Bustamante, the creative duo behind the work, explained.
“Denny has been a part of Irish life for over 200 years and we’re excited to open the next chapter of the Denny story with TBWA\Ireland,” Ashley Moran, marketing and category director at Pilgrim’s Europe, said.
TBWA is a leading global advertising agency, recognized for its disruptive approach and creative excellence. With a network spanning over 300 offices in 100 countries.
Read more: Deep RiverRock and TBWA Ireland group unveil ‘That’s Better’ campaign
© 2025, ShelfLife by Patryk Goron
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