O’Donnells are legends of the crisp game in Ireland, so when they asked us to create a campaign to set them apart from the competition as well as their award-winning crisps do… Well, our mouths started to water!

And, following numerous late nights over a few O’Donnells share bags, we realised the answer was staring us in the face every time we opened a bag of their delicious crisps… It was time to own the ‘O’.

That’s where ‘It Starts With An O’ was borne from; a bold, confident claim that O’Donnells are involved in great things from the get-go, whether it's a buzzing party, a juicy bit of goss or even the (slightly exaggerated) tale of how they were the genius minds that first put the ‘O’ in potato.

It’s that final absurd claim that forms the basis of our TVC campaign, where we show O’Donnell’s origin story — going back seven generations to the mythical tale of their role in the history of the spud — seasoned with a generous pinch of salt (& vinegar!) by our resident auld lad, Patsy.