The Background

Brady Family have a legacy in Ireland for being a homely family brand. Their heritage and quality of product is at the core of their offering. The cooked meats category is evolving, and the threat of private label has never been more evident, with their growth out pacing brands with the introduction of more products in their ranges. This meant that they are not only competing against large competitors but also the retailers themselves and not just the discounters.

This campaign won the Best Ongoing use of TV category at the 2025 TAMI Awards

The Challenge

It was time for OMD  to pause, consider the evolution of the category, review and ensure they had a plan for Brady Family that drove their brand values with the consumer and delivered on their business objectives.

Brady Family have very clearly defined business objectives:
1. Being number one in the Cooked Meats category
2. Defend against Private Label by outpacing their growth

For media they also had clear objectives
1. Increase awareness
2. Increase Reach

The Strategy

Brady Family achieved strong results from multi-channel approaches in years previous, but with pressure growing within the category, it meant that Brady Family had slipped to third place. When reviewing performance, OMD analysis showed that when Brady Family were active on TV, it converted sales more cost effectively than any other channel on plan. Other competitors were investing their budgets in other channels and so OMD had a big decision to make. Align with the market or pivot away and put all our budget on the channel that was driving most of our growth.
Investing Brady Family’s media budget into one channel was a huge risk especially when marketing science generally advises a multi-media approach, however they believed that by setting the right conditions, a sharp pivot away from what the market was doing could pay huge dividends. OMD were confident that AV could not just do ‘a job’ but could do ‘the job’ for the Brady family.

To solve the above challenges, OMD clearly identified four areas to focus on:

1. creating moments for families to watch together
2. targeting audiences they wanted to win over
3. using dayparts as a hidden route in
4. and innovating with VOD to reach more people incrementally.

The Results

Brady Family, like any good underdog story, achieved phenomenal results showcasing that a strategy that pivots instead of following the market with a very in-depth AV strategy unlocked new growth opportunities.

Brady Family moved into the No. 1 share growing 7.1% in 2023 and +27.4% in 2024! They retained number one in the Bord Bia brand impulse scor

This AV campaign really stamped their authority on the category by being the fastest growing brand in the market last year proving that the success
was due to the strong AV campaign. Brady Family’s secondary business results really show what the ongoing AV delivered for the brand. Growth did not come from just one source; it came from three. Brady Family growth was from penetration, volume per trip and most notably, increased purchase frequency. Bord Bia’s Brand Pulse research also backs up Brady’s own Business results, with Brady Family ranked #1 taking into consideration Brand experience, commitment and equity.

With our ongoing use of AV, they punched well above our weight against their biggest competitors, unlocked mental availability with consumers and achieved and maintained the No.1 share position.

“The Brady Family brand strategy is to lead market premiumisation by delivering a quality cooked meats proposition that is worth paying more for. Brand comms play a central role in delivering on this objective, with AV as the lead channel to drive reach, utilising distinctive creative to ensure the brand’s quality credentials are communicated to a wide audience. The AV strategy devised by OMD was integral to delivering a strong marketplace performance for the brand. An ‘always on’ approach enabled Brady Family to maintain a consistent presence over a long period, while VOD was added to the plan to drive incremental reach. This ensured that the available budget was maximised, while also reinforcing memory structures and driving mental availability. Combined with a strong physical availability plan, this ‘always-on’ TV approach helped to deliver an exceptionally strong performance on the brand in 2024, with Brady Family the fastest growing brand in the market and growing penetration, purchase frequency and market share. TV continues to play a central role in the Brady Family communications strategy, and our objective in 2025 is to increase
investment to ensure coverage over a longer period.”

Mairead Golden, Sales and Marketing Director, Brady Family

Credits

Brand:

Brady Family

Media Agency:

OMD

Award:

TAMI Awards Winner: Best Ongoing Use of TV 2025