News
Gyro Ireland has the Munchies
10-July-06: GYRO Ireland has recently become the winning ingredient in the Munchies sandwich. Munchies are a well known Irish sandwich bar chain and have been in business for over 15 years. In this ever morphing industry where a sandwich is no longer lunch but a culture, Munchies needed a complete makeover to remain distinctive and competitive in this already saturated market. That's where GYRO Ireland stepped in
We in Gyro have never been shy of a challenge and, so we willingly took on the job of changing Munchies from a reputable sandwich bar into a truly iconic brand, which stands out in a jam packed market place. We created a brand that stood out and was removed from the cliché Euro café culture that so many competitors are chasing. Introducing the dawn of the "Mammyism".
Through extensive research and analysis of the market, Gyro developed a new positioning for Munchies leading to a powerful brand identity and messaging architecture also known as "Mammyisms". Gyro applied the new look and feel across stationary and collateral, store design and signage, packaging and menus, promotional activity and their website.
This newly created brand of the "Mammy" came with a strong brand vision which triggered their customers need for a fulfilling experience on both a rational level nourishing substance to sustain them during their hectic lives, and on emotional level the wholesome homely experience in an otherwise unwelcoming and unforgiving urban hustle.
The new Munchies has been extremely well received in Ireland, generating positive media coverage and interest from the public and importantly Franchisees in Ireland and beyond!