Henry Denny & Sons is a much-loved Irish brand, but over the last few years, this iconic brand had started to move into the background.
After winning the account last year ROTHCO realised Henry Denny & Sons isn’t just iconic, it’s iconic on a monumental scale. After spending some time looking into the brand’s history they found out that Henry Denny himself was an incredible man. So incredible that he pioneered the world of meat as we know it today. What, you may ask, does that mean?
HENRY DENNY INVENTED THE RASHER. Yes, Henry Denny invented the rasher in 1846. He was a man who wanted to export pork across the world but couldn’t without it spoiling. By cutting the meat into thin strips and soaking it in brine, the meat could successfully travel, and rashers were born! It was exploration through preservation.
Henry Denny may be gone but that same spirit of being passionate, open-minded and sharing is still lived every day. It’s that philosophy of saying yes and going for it that ROTHCO wanted to celebrate.
ROTHCO worked with Kerry Foods to reposition such an iconic Irish brand. Their brand ambition was to inspire Ireland to ‘go for it’ no matter what their ‘it’ is.
When you’re open to what life has to offer, everyone gets more out of it. And that’s not confined to the big things in life. It can be those small moments of everyday bravery that once capitalised on, can be incredibly rewarding. Seize the Denny!
Nicola Weldon, IOI Marketing Director, Kerry Foods, said, “We're hugely excited to launch our new Seize the Denny! campaign. Our new positioning and campaign fits perfectly with our 200 years of rich heritage and our founder Henry Denny, whilst also bringing a fresh and contemporary feel to the brand.” Inspired by our founder, Henry Denny and in the spirit of his bravery and openness to trying new things, we are asking consumers to take a leaf out of Henry Denny's book and 'Seize the Denny!'"
Creative Agency: Rothco
Producer: Aisling O’Dwyer
Executive Creative Director: Alan Kelly
Designer: Shane O’Riordan
Account Executive: Clara Reddan
Strategy: Paul Hughes – Director of Strategy; Darius Pasalar – Strategist; Bronagh O’Donovan – Strategist
Director of Marketing: Jill Byrne