Johnston, Mooney & O’Brien

Campaign Diaries

Ireland

Goosebump Poses a ‘Would You Rather?’ Dilemma for Johnston, Mooney & O’Brien

Brand: Johnston, Mooney & O’Brien

Campaign: Goodness of Both

Source: https://www.adworld.ie/2026/08/28/goosebump-poses-a-would-you-rather-dilemma-for-johnston-mooney-obrien/

Goal: To address the grocery dilemma faced by parents when shopping for bread.

Claim: Goodness of Both combines the taste of white bread with the health benefits of brown bread.

Media: Video-on-demand, radio, digital out-of-home, social media

Summary: Goosebump has launched a campaign for Johnston, Mooney & O’Brien's 'Goodness of Both' bread that leverages the family game 'Would You Rather?' to illustrate the common grocery dilemma parents face between their children's preferences and healthier options. Through a video showcasing family interactions, the campaign positions 'Goodness of Both' as the simple solution to this choice, emphasizing that it merges the enjoyable aspects of white bread with the nutritional benefits of wholemeal bread.

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