Brady Family Ham has launched a new national campaign to support the introduction of its Made Without Nitrites range, created in partnership with Bloom Advertising. Now live across out of home (OOH), point of sale, radio and social media, the campaign reflects growing consumer demand for greater choice, including options with simpler ingredient lists, while staying true to the brand’s core strength - great taste.
The launch of the Made Without Nitrites range builds on Brady Family’s longstanding commitment to quality and taste and responds to evolving trends in the marketplace, where shoppers are increasingly seeking a broader range of food options, including products made without nitrites. Brady Family Ham’s new range meets this demand while delivering the same quality and flavour the brand is known for.
At the heart of the campaign is the line “Puuuuure tasty” - a distinctive and playful expression that puts taste front and centre in a uniquely Brady Family tone of voice. The creative approach focuses on the product itself, heroing the appetite appeal of Brady Family Ham alongside clear messaging around its Made Without Nitrites proposition.
Mairead Golden, Marketing Director at O’Brien Fine Foods, said: “Consumer preferences are evolving, with more people looking for additional options when it comes to their food choices. Our new Made Without Nitrites range is one way we are responding to that demand. Importantly, we’ve achieved this without compromising on the great taste that people expect from Brady Family, and this campaign brings that message to life in a clear and engaging way.”
Niamh Breen, Marketing Manager at O’Brien Fine Foods, added: “We wanted to create a campaign that reflects both where the category is going and what makes Brady Family Ham special. ‘Puuuuure tasty’ captures that perfectly - it’s rooted in taste, but delivered with a personality that feels fresh, modern and true to the brand across OOH, in-store, radio and social.”
Jennifer Monks, Client Services Director at Bloom Advertising, commented: “In a category shaped by changing consumer expectations, it’s important that brands don’t just follow trends, but express them in a way that’s distinctive. ‘Puuuuure tasty’ gives Brady Family Ham a clear, ownable voice - one that celebrates the product while reinforcing its relevance in today’s market.”
The campaign is now live nationwide, with high-impact outdoor placements, strong point-of-sale visibility, engaging radio executions and a targeted social media rollout ensuring consistency and cut-through across every touchpoint.
