What it had to solve
Launch Johnston Mooney & O'Brien's Protein Bread in Ireland's crowded wellness market without preachy nutrition claims, under the line 'Live Better. One Slice at a Time.'
The idea
An office worker recaps her wellness weekend as a breathless tongue twister while her colleague eats a sandwich — the bread as the calm answer to health fad chaos.
How it works
A film set in an office runs one colleague's weekend of trendy wellness activities as a fast, deliberately overwhelming tongue-twister monologue, cut against a co-worker eating her sandwich in peace. It rolls out across video on demand, social, radio and out-of-home, produced with Chaser, directed by Cian O'Connor with sound by Raygun.
What it did
Just launched (October 2026); Media Digest's review credits the humour-first contrast with cutting through wellness noise and positioning the bread as an easy everyday swap.
Background
In October 2026, Dublin agency Goosebump launched a campaign for Johnston Mooney & O'Brien's Protein Bread built on a single contrast: in an office, one colleague enthusiastically recaps her weekend of trendy wellness activities as a fast-paced, intentionally overwhelming tongue twister of health jargon, while opposite her a co-worker simply wants to enjoy her sandwich in peace. The line holding it together is "Live Better. One Slice at a Time."
The idea positions the bread as a realistic, no-fuss swap for consumers tired of complicated advice and performative wellness routines — humour and relatability instead of nutritional preaching. Media Digest's write-up argues the campaign works because it taps a real tension: people want healthier choices that do not complicate their lives, and protein foods are usually marketed as technical or aspirational rather than normal.
The campaign runs across video on demand, social media, radio and out-of-home, an integrated rollout credited to the idea's flexibility — the same joke can stretch to long-form film, punchy audio or a short social clip. Goosebump created it in partnership with production company Chaser, director Cian O'Connor and Raygun on sound.
Why it lands
Ireland's protein and wellness shelf was crowded with technical and aspirational claims, so the brand chose normality as its differentiator.
The tongue-twister monologue makes wellness culture itself the joke, letting the product stay calm and likeable.
The idea was built to travel across VOD, social, radio and OOH without changing its tone.
Craft — casting, direction, editing, sound design — carries a verbal-momentum concept that would fall flat with bad timing.
What you can take
When a category shouts benefits, mockery of the surrounding culture can carry the benefit better — let the product be the quiet one in the room.
Since then
The campaign launched in October 2026 across video on demand, social, radio and out-of-home in Ireland. No performance results had been reported in the trade coverage at launch.
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