Braeburn
How We Celebrated Irish Christmas in a National TV Campaign for Braeburn Coffee
The Ask
In the lead-up to Christmas, Braeburn Coffee approached us to develop an integrated brand campaign positioning Braeburn as the perfect companion for festive journeys across Ireland.
The objectives were clear:
- Increase brand and product awareness for Braeburn’s self-serve offering
- Drive seasonal sales through compelling, culturally relevant content
- Create a fully integrated campaign spanning TV, VOD, social media, and digital screens within Applegreen locations
The campaign needed to reflect the lifestyle, habits, and values of the Braeburn audience, while standing out during one of the most competitive advertising periods of the year.
The Approach
To connect with our target audience, our strategic and creative direction was built on three core truths:
Brand Truth
Braeburn is the best coffee on the road. A reliable stop for journeys big and small.
Customer Truth
In Ireland, Christmas is about going further. Bigger trees. Brighter jumpers. More decorations.
Cultural Truth
At Christmas, all roads lead home.
From these insights, we developed a special creative platform, Be More Christmas, celebrating the joyful chaos of festive preparations. Christmas in Ireland is energetic, nostalgic, and unapologetically over the top. The campaign positioned Braeburn Coffee as the constant companion through it all, from gift shopping and jumper hunts to long drives home.
This platform was designed from the outset as a fully integrated campaign world, built to flex across multiple channels while maintaining one consistent emotional narrative.
TV & VOD: Establishing the Narrative
At the centre of the campaign was a 30-second hero film, setting the emotional narrative and campaign platform. Here, we introduced Alice, the central character of the TV and VOD creative, who truly embodies the spirit of Be More Christmas. She throws herself headfirst into festive traditions, fully embracing the chaos and charm of the season. Through her story, we established the campaign’s emotional tone and positioned Braeburn Coffee as her trusted co-pilot on every festive errand and journey.
Social Media: Expanding the Narrative
We adapted the hero film into four episodic social media edits, each structured to feel platform-native and trend-aware. Alice was given her own voice, sharing the meaning behind her rituals and encouraging audiences to engage with the concept beyond the hero film. These edits created repeat engagement opportunities while deepening audience connection with Alice.
In-Store Activation
For screens inside over a hundred of Applegreen locations, we developed motion graphic-led assets tailored specifically for in-store digital screens.
These executions maintained the Be More Christmas narrative while ensuring product clarity and strong purchase intent. Messaging was sharpened for immediacy, balancing festive storytelling with clear commercial prompts.
Every asset, across every channel, lived within the same cohesive campaign world to ensure tonal, visual, and strategic alignment.
TV, Video on Demand, and social media brand campaign positioning Braeburn Coffee as the best coffee on the road during Ireland’s busiest Christmas journeys.
The Outcome
Be More Christmas reinforced the brand as the best coffee on the road and a trusted companion for Ireland’s festive journeys. By combining strategic insight, character-led storytelling, and integrated multi-channel execution, we created a cohesive campaign world that resonated emotionally while driving commercial impact during the busiest period of the year.
Our Role
Delivering this integrated campaign required full-service production from concept to rollout.
Our involvement included:
Campaign Strategy
Audience research, creative development, and integrated channel planning.
Pre-Production
Scriptwriting, moodboarding, storyboarding, prop sourcing, location scouting, and talent coordination.
Production
Filming and photography across live locations over 2.5 shoot days, including art direction, set and scene design.
Post-Production
Video editing, photography retouching, graphic and motion design, and multi-format resizing across destinations.
Social Media Support
Additional social-first content production, content calendar development, and copywriting.
We Delivered
- 1 x 30-second main TV ad
- 4 social media episode edits
- 4 motion graphic-led videos for Applegreen digital screens
- 20 social media graphic assets
- Still photography assets for multi-platform use
