Pat the Baker The Toast of Ireland

Pat the Baker, Ireland’s favourite bread, is using toast and well known literary figures in the launch of their new loaf especially made for toasting. The company, working with Bloom, Dublin, is targeting Dublin commuters with portraits of famous Irish people using toast, including writers, Samuel Beckett, William Butler Yeats and Oscar Wilde.

Beckett in Pat the Baker Toast print advertisement

Yeats in Pat the Baker Toast print advertisement

Oscar Wilde in Pat the Baker Toast print advertisement


The Toast of Ireland campaign was developed at Bloom, Dublin, Ireland, by creative director/art director/typographer Liam Wielopolski (now back in Johannesburg), account supervisor David Quinn, designers Dee Cunniffe and Jeff Bennett, photographers Yvette Monahan and Sean Breithaupt at Studio Seventy Seven

Pat the Baker was founded by Pat Higgins in 1953, in Granard, County Longford. Higgins died in 2007. The company employs over 400 people through direct employees and self-employed agents in Ireland.

The print campaign above is associated with a very slow online campaign, Faces on Toast, Bebo profile and Twitter stream.

Filed under: Print