Every great product starts with a truth and for Brady Family Ham, that truth was its biggest strength. Unlike many others in its category, Brady Family Ham is made from a single pork joint, uses 100% Irish pork, and contains no added water. These uncompromising product truths became the foundation of its brand story, setting it apart in a crowded market and forming a consistent thread through all communications.
By 2019, Brady Family Ham had risen to become Ireland’s second most popular ham brand. But claiming the top spot required more than just product quality, it needed a voice. A distinctive tone was developed: upbeat, playful, and just the right amount of anarchic. This came to life in a memorable campaign featuring butchers in a kitchen singing about ham, bursting with personality and impossible to ignore. Delivered through an integrated media mix spanning TV, online video, radio, digital, and social, the campaign resonated powerfully. The results speak for themselves: Brady Family Ham is now the number one ham brand in Ireland, has entered the Top 20 Checkout Brands, and is firmly established as a national food icon and GAA sponsor. Proof that bold creativity and authentic storytelling win hearts and market share.
