The Power of Heritage in Branding:

Cases of Cultural Connection

As brands continue to compete in an increasingly globalised world, the importance of cultural identity has never been more relevant. Heritage, when well-used, has the power to resonate with consumers, making brands feel authentic, relevant, and relatable.

However, it comes with great responsibility: leveraging heritage in branding must be done thoughtfully to avoid the risk of misrepresentation or cultural appropriation.

In this article, we analyse two different ways in which brands and personalities are using culture to enhance their content.

One standout example of using heritage in a modern context is McDonald’s Ireland’s recent initiative to offer Gaeilge as an ordering option in 95 of its restaurants. In a market where global fast-food chains can sometimes feel detached from local culture, McDonald’s—deeply linked to American culture—has made a strategic move by aligning with the Irish language, which holds significant cultural value. By incorporating Gaeilge into its digital ordering systems, McDonald’s has strengthened its connection with Irish people without the risk of “appropriating” their heritage—an approach that was both thoughtful and strategic.

This initiative also taps into the growing trend of consumers seeking more personalised experiences while demonstrating how brands can use heritage as a powerful tool to strengthen relationships with local audiences.

As an American brand (not an Irish one), the incorporation of Gaeilge could have been perceived as an attempt to capitalise on Irish heritage. However, because it is used to improve the customer experience, the initiative has been well-designed. By ensuring engagement with and giving back to the local communities whose heritage it highlights, McDonald’s has fostered a sense of trust and partnership—rather than appropriation.

Richard Meade, our Creative Director, thinks that “it shows that, even in a relatively small market for a global player like McDonalds, the quest to stay relevant is as vital as ever. One has to give credit however, since McDonalds operates under Irish franchisees, who see the positive shift in sentiment towards the Irish language, and can use their presence on the ground to really good effect. It’s also nicely turning on its head the argument that the introduction of touchscreen self service kiosks has depersonalised the customer experience at their restaurants. This proactive – and unasked for – initiative, and its rollout in a relatively low key way is something that will hopefully inspire others to introduce more projects that enhance the community”.

How Heritage Can Be Reimagined In Modern Times

Vivienne Sayers O’Callaghan, originally from County Cork, Ireland, has garnered significant attention on TikTok, where she shares content that celebrates and educates viewers about Irish heritage. Since moving to New York City in 2023, she has amassed over 150,000 followers by offering insights into Irish culture and language.

Vivienne’s authentic approach has resonated widely, leading to viral videos and a rapidly growing follower base.

Her most popular video, which explains the meanings of traditional Irish girls’ names, has attracted ten million views across TikTok, Instagram, and Facebook. Her efforts have not only educated viewers but also dispelled common misconceptions about Irish culture, making her a beloved figure even among non-Irish audiences.

What makes this success even more remarkable is how Irish heritage, a deeply rooted yet niche cultural identity, has managed to generate such widespread buzz. Despite being a subject primarily understood by a specific community, the strong emotional connection and sense of pride it evokes have allowed it to resonate far beyond its core audience. This demonstrates the enduring power of heritage in shaping conversations, fostering engagement, and captivating global interest.

Recently, we produced an animated piece on the kidney, highlighting the importance of kidney function and maintaining healthy kidneys.

Using animation allowed us to visually explain the complex processes the kidneys manages – such as filtering waste, balancing electrolytes, and regulating fluid levels – in an engaging and accessible way.

It’s a powerful method to help audiences better understand these vital functions and the impact of kidney health on overall wellbeing.

We help our clients to build effective and engaging presentations, that allow to showcase and discuss complex subjects in a dynamic and accessible way.