TBWA\Ireland and Pilgrim’s Europe have today unveiled a new brand platform for Denny - ‘Denny Time, Denny Place’ - bringing the full Denny portfolio under one creative umbrella for the very first time.
With ‘Denny Time, Denny Place’, the brand aims 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.
Ronán Jennings, Strategy Director at TBWA\Ireland, shared the agency’s vision for the new platform: “We wanted to disrupt the typical Irish FMCG convention of food nostalgia and bring this iconic brand into a more contemporary space. This platform is a fresh take on an Irish classic.”
Sinéad Lee, Client Growth Director at TBWA\Ireland, added: “Celebrating Denny’s widespread popularity, versatility, and extensive product range was a key focus for the agency. From our early conversations with the client team, it became clear that Denny stands out as the only brand in its category that can genuinely claim to have a tasty solution for every occasion - and we recognised that was a great starting point.”
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 creative platform taps into the unique and spontaneous nature of “Denny moments.”
Donal Gaughran and Vini Bustamante, the creative duo behind the work, explained: “We really wanted 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 really, there’s no wrong time or place to enjoy Denny.”
Ashley Moran, Marketing and Category Director IOI at Pilgrim’s Europe, is looking forward to the next step for the Denny brand: “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.”
