What makes people feel loyal to a brand long before they compare prices or features? The latest RED C Brand Reaction Index offers a sharp answer, and it carries important implications for any media campaign Ireland marketers are planning in 2026.
According to RED C’s sixth-wave Brand Reaction Index, Tayto has once again ranked as Ireland’s most emotionally connected brand, finishing ahead of Penneys, Dunnes Stores and Lidl. The study tracks emotional connection across 196 brands and shows that the brands winning consumer preference are not simply the loudest or newest. They are the ones that have become familiar, trusted and culturally relevant in everyday Irish life.
For advertisers, agencies and brand leaders, the findings are more than a popularity list. They act as a practical guide to building stronger campaigns in a crowded market where instinctive decisions often matter more than rational comparison.
Why the 2026 rankings matter for media campaign Ireland strategy
The RED C data highlights a crucial truth for any media campaign Ireland brands launch: emotional connection drives choice. Consumers are surrounded by options, and many decisions are made using fast mental shortcuts rather than detailed analysis. In that environment, the brands that feel familiar and positive have a major advantage.
Tayto’s top ranking reflects decades of everyday relevance. It is associated with lunchboxes, family occasions, nostalgia and shared rituals. That kind of connection cannot be built through one-off promotions alone. It comes from consistent brand building, clear identity and campaigns that stay culturally in tune without losing core recognition.
Penneys, which entered at number two, shows a different but equally powerful path. Its value proposition is emotional as well as functional. Affordable fashion, small indulgences and the thrill of discovery all help make the retail experience memorable. That is a useful lesson for any media campaign Ireland planners shaping retail, FMCG or lifestyle messaging.
The top brands in RED C’s 2026 Brand Reaction Index
The top 10 brands reveal how broad emotional connection can be across categories:
- Tayto
- Penneys
- Dunnes Stores
- Lidl
- Wild Atlantic Way
- Home Store + More
- Netflix
- Credit Union
- An Post
- Brennans Bread
Several themes stand out. Irish heritage remains powerful, value is still highly influential, and practical service brands can compete alongside entertainment and snack products when they earn trust over time. For a media campaign Ireland audience, this means creative effectiveness depends on more than product differentiation. It depends on whether the brand has a meaningful place in consumers’ lives.
Big movers and notable shifts
Some of the strongest movement in the rankings came from brands that responded to current consumer pressures. Lidl climbed strongly, helped by its value positioning, easier shopping experiences and visible partnerships such as its LGFA activity. Home Store + More also moved up, while Dublin Airport, Amazon, Domino’s and Coca-Cola posted gains.
On the other side, Cadbury’s drop is one of the clearest signs that emotional connection is not permanent. Rising costs, changing expectations around indulgence and increased scrutiny of ingredients all affect how consumers evaluate even well-known names. That is a valuable warning for any media campaign Ireland brief built on past brand strength alone.
Five drivers every media campaign Ireland brand should study
RED C identifies five key drivers behind the strongest brands. These are highly relevant for campaign planning, creative development and media strategy.
- Presence: brands become part of routines, habits and rituals.
- Emotion: they trigger enjoyment, comfort, pride or nostalgia.
- Trust: consistency creates confidence and loyalty.
- Culture and identity: they connect with shared experiences and belonging.
- Distinctiveness: they are recognisable and clearly stand for something.
For a successful media campaign Ireland execution, these drivers should not sit in a strategy deck and go unused. They need to influence channel mix, storytelling, assets and frequency. Distinctive branding, familiar cues and emotionally resonant messages work harder when audiences are moving quickly and paying limited attention.
Recall, recognition and reaction: the framework behind stronger campaigns
The Brand Reaction Index fits into a broader view of how brands grow. RED C points to three connected factors:
- Recall: does the brand come to mind at the right moment?
- Recognition: is it easy to identify through clear assets and cues?
- Reaction: does it create a positive emotional response?
This is where a modern media campaign Ireland approach can become more effective. Reach still matters. Distinctive creative still matters. But emotional response may be the difference between being noticed and being chosen.
Research in behavioural science and brand growth has long shown that people often rely on intuitive decision-making. When budgets are stretched and attention is fragmented, brands that are mentally available and emotionally reassuring have a better chance of winning. That is why campaigns should be designed not just to inform, but to reinforce positive associations over time.
What marketers can learn from Tayto, Penneys and Lidl
There is no single formula behind the winners, but there are repeatable principles:
- Stay relevant without losing familiarity: innovation works best when it strengthens the core brand.
- Build around everyday life: the most connected brands feel present in real moments, not just advertising moments.
- Make value feel meaningful: especially in uncertain times, affordability can be emotionally powerful.
- Invest in distinctive assets: recognisable cues help simplify consumer choice.
- Nurture connection continuously: emotional equity can rise or fall quickly.
For agencies and in-house teams developing a media campaign Ireland plan, the takeaway is clear: performance marketing and brand building should work together. Short-term sales signals matter, but long-term emotional availability creates resilience.
Conclusion: what this means for media campaign Ireland brands in 2026
The 2026 RED C Brand Reaction Index shows that strong brands do not merely sell products; they earn a place in people’s routines, memories and identities. Tayto’s return to the top proves that emotional connection, consistency and cultural relevance remain decisive competitive advantages.
For any media campaign Ireland strategy, that is the central lesson. The brands most likely to win are the ones that are easy to recall, easy to recognise and rewarding to choose. In a market defined by choice overload and shifting sentiment, emotional connection is not a soft metric. It is a hard commercial advantage.
