Repositioning an Iconic Food Brand
The Company
Since being established in 1835, Johnston Mooney & O'Brien has been synonymous with the very best in bread baking ‘morning goods’ production for more than 175 years. www.jmob.ie
The Project & Scope
Recently, Johnston Mooney & O'Brien set out on the task of strategically changing the marketing communications of their brand and itss visual identity in the marketplace. On this project, Bradley McGurk was specifically engaged for a number of tasks: to research the brand’s performance in terms of its position vis-a-vis competitors; to plan a strategy for its position in the market; to craft a new all-encompassing brand slogan/tagline; to generate message-copywriting and to interpret this strategy through to brand identity and packaging design; and to select, roster and brief the television and radio advertising / media-planning agencies.
The Outcome
Planning the future brand strategy, competitive positioning and core brand messaging for such a long-established brand demands an expert and rigorous brand audit process. At Bradley McGurk, we immersed ourselves in the vision, dynamics and trends affecting both the business and the brand by way of desk research and internal interviews and observations. The results are evident nationwide. The brand has an ever-stronger and increasing presence in the Irish market due to its wide-ranging brand applications including on-air, on-line, in-store and on the Johnston Mooney & O'Brien vehicle livery.
