Folk VML has partnered with long standing client Brennans Bread to unveil a striking new campaign for Brennans Family Pan, focusing on the wax paper wrapping that has protected one of Ireland’s best-loved loaves for generations.

The company say, “At the heart of this campaign is a simple, powerful truth: that iconic yellow wax paper isn’t just nostalgic – it’s essential. It’s what keeps the freshness in.”

The creative brings the pack front and centre, highlighting the wax paper wrapping, its crinkly texture and the soft crinkling sound it make.

“This is more than a pack shot – it’s a piece of Irish culture,” says Jonny Cullen, Creative Director at Folk VML.

“The wax paper isn’t just packaging. It’s a freshness seal, a comfort signal, and something every Irish household recognises instantly.

“This campaign brings all of that to life with iconic simplicity.”

Ivan Hammond, Head of Marketing at Brennans, adds: “Family Pan is Ireland’s favourite sliced pan and our most popular bread, and our wax wrapper is as iconic as the product itself.

“Our wax wrapper is synonymous with freshness and lets our customers know that they are guaranteed quality every time.’

Whether in kitchens across the country or packed in lunchboxes, the Brennans Family Pan has been a daily staple for over 50 years.

And in this new creative campaign, the distinctive wax paper, “with its unmistakable look, feel, and sound”, aims to become the symbol of trust, quality, and everyday freshness.

The campaign will launch across BVOD, social, and OOH, with a consistent yellow visual world anchoring the Family Pan identity into the future.