'Tayto's Myth' is a campaign built around Ireland's most iconic sandwich and the culture that surrounds it. Framed as a chase for the Tayto Truck across Ireland, it pulls people out of their routines and back into the moments that matter, the ones shared over something as simple as a crisp sandwich. The campaign explores how the smallest, most repeated rituals quietly become mythology. Because when enough people share the same moment, at matches, on road trips, after school, between friends, generation after generation, it stops being a habit and starts being part of who we are.