What it is
Delle is a chatbot host who greets people in a warm, slightly nostalgic tone, the same voice Brennan's uses everywhere else, and asks a few questions instead of putting a form in front of them. No boring forms, her words, not a strapline.
The questions build up one at a time: name, age, gender and relationship status, meal preferences like healthy, gluten-free, high-protein or vegan, and location. Every answer is stored securely and in line with GDPR before Delle uses it to generate a recipe.
That recipe is never generic. An algorithm matches the person's preferences to a specific Brennan's loaf and builds ingredients and instructions around it, so the "high-protein, low-carb" answer turns into a Turkey Avocado Melt made with Brennans Family Pan, not a plain suggestion to eat more turkey.
People can rename their creation, review everything Delle collected before it's used, and turn the finished recipe into a branded card they can share straight to WhatsApp or social. Every recipe made or shared earns "Slices", points that stack up toward real rewards like tote bags and mugs.
Why it matters
A bakery brand doesn't need another generic chatbot. What it needs is a reason for someone to think about a specific loaf when they're deciding what to make for lunch, and a way to get that idea in front of their friends without paying for the impression. Delle does both: every recipe it generates is anchored on a named Brennan's product, and the share card is built to travel on its own through WhatsApp and social rather than sit inside the app.
The brief sat on a real business problem: a well-loved, culturally established brand losing ground on relevance with younger shoppers. Delle was built to answer that directly, pairing the brand with something people already enjoy sharing, and treating every recipe as a chance to cross-promote more than one Brennan's SKU at a time rather than just the single loaf a shopper had in mind.
Underneath the fun surface, the onboarding chat is really a first-party data capture flow. Name, age, gender, meal preference, and location, collected conversationally and stored to GDPR standard, is exactly the kind of data a CPG brand struggles to get any other way. The Slices reward loop gives people a reason to keep answering and keep sharing, which is what turns a one-off gimmick into something a brand team can actually run a program on.
Process
The first pass happened on a FigJam board, loose sticky notes mapping out where a chatbot could realistically fit into someone's day. From there, design moved into Figma Make, mapping the full customer journey before a single screen got designed. For a chatbot in the CPG category, that journey is the product: how someone arrives, how much they're willing to answer before they lose patience, where they'd naturally drop off, and what makes the outcome good enough to send to a friend. Every stage got mapped in Figma Make first, arrival through onboarding chat, recipe reveal, share, and the return visit for more Slices, before any conversational copy was written.
That mapped journey is what shaped the conversational AI flow itself, not the other way round. Delle's onboarding order isn't arbitrary: it opens easy (name), earns trust before asking for anything specific (meal preference, then location), and lands exactly where the payoff is highest, a recipe worth sharing. Once the journey and flow were locked in Figma Make, the full visual pass, Delle's voice, the screens, the share card, the Slices loop, was built out the same way, straight into the clickable walkthrough WPP brought to Brennan's.
Scope
This one was pitched rather than built. The full flow, from Delle's greeting through to the Slices reward screen, was designed in Canva as a clickable UX walkthrough, backed by a real technical scope and a real number, which is what a client actually needs to say yes.
The build includes progressive profiling, a prompt library, an encrypted user-profile database, GDPR compliance end to end, the bread-to-ingredient matching algorithm, dynamic recipe text generation, social sharing with UTM tracking, an admin panel, and the points ledger behind Slices, plus input validation and manual moderation so nothing inappropriate gets generated.
A companion OOH and social idea rode alongside the app pitch: a short spot of a giant Brennan's can bursting open on an empty Dublin street, tentative cost €17,000. Same brief, two different ways to make the same product the answer.
Since the pitch, the scoped build has moved forward with client approval, headed toward production rather than staying a one off concept.