Creative Execution
Messaging: Anchored in two pillars—taste experience & quality, and nostalgia & heritage.
Visuals: Humorous, playful visuals showcased familiar Irish twists on French classics—think ham‑and‑cheese croissants or crisp sandwiches—framed as everyday Irish favourites. The tagline “Born in France, Bread in Ireland” cleverly riffs on the Irish phrase “Born and Bred.”
Tone & Channels: A light-hearted tone carried across radio ads, social media, and out‑of‑home (OOH) media. Radio scripts featured a playful father-daughter dynamic referencing French and Irish destination names to reinforce freshness and local baking legitimacy.
Results & Impact
Successfully refreshed the brand in the minds of young adults while reaffirming trust among older loyal consumers.
Reinforced Cuisine de France’s identity as both authentically French in heritage and authentically Irish in character—highlighting daily bakery production and national distribution. en.wikipedia.org+15pluto.ie+15cuisinedefrance.ie+15
Campaign Essence
“Born in France, Bread in Ireland” turned the spotlight on Cuisine de France’s unique cultural fusion—French-inspired baking deeply embedded in Irish everyday life. By highlighting its 35‑year history, quality ingredients, and playful Irish reinterpretations, the campaign reinforced the brand’s enduring relevance and emotional connection with Irish consumers.
