Jim’s Personal Best, Paudie’s Big Interview, Paudie’s Curious O'Clock - Catch | Clapboard Ad Archive

Catch’s 2019 campaign developed by Bloom, titled Jim’s Personal Best, Paudie’s Big Interview, and Paudie’s Curious O'Clock, exemplifies a sophisticated use of character-driven storytelling within the confectionery and snacks market, leveraging the enduring appeal of relatable, authentic brand advocates to deepen consumer engagement. Anchored by the personalities of Jim and Paudie, self-styled as the world’s biggest Catch fans, the campaign employs an episodic structure that transforms these recurring characters into a branded entertainment property, fostering a sense of community through the tongue-in-cheek Unofficial Catch Fan Club. This narrative device, which Clapboard identifies as FORMAT#8—Ongoing Characters or Celebrities, prioritizes sustained brand recall by embedding the product into the everyday rituals and humorous exchanges of two ardent enthusiasts, rather than relying on traditional problem-solution storytelling or singular product demonstrations. The campaign’s four film assets use a conversational tone and playful humor to articulate Catch’s position as the perfect companion for personal moments of indulgence, making the brand feel like a natural part of consumers’ lives rather than a distant corporate entity. By centering the campaign on the dynamic personalities of Jim and Paudie, Bloom creates a repeatable format that encourages audience anticipation and loyalty, turning what could have been a straightforward confectionery spot into a serialized narrative that rewards ongoing viewer investment. The use of film as the medium facilitates a vibrant and immersive experience that captures attention and fosters emotional connection within the Irish market, reinforcing Catch’s identity as a delightful treat embedded in everyday life. This campaign earns 57/100 in Clapboard’s global creative archive. Catch’s campaign matters because it demonstrates how confectionery brands can move beyond product-centric messaging to build enduring brand equity through character-led storytelling that cultivates genuine fan communities.