SIMPLY CHICKEN
Client: Rainbow Simply Chicken
"Who knows what's in that other stuff?"
News just in... the processed meat industry is not 100% transparent with the ingredients of their sausages. A huge nation wide topic that South Africa (and the rest of the world) was realising. This was the perfect opportunity for Rainbow Chickens (Part of the RCL food group) to highlight their pure chicken credentials of their premium Simply Chicken Brand.
We were tasked to come up with an idea that highlights our credentials while at the same time making the consumer question what hidden meats could be in competitor products.
Meet Chicky (left) and Chucky (right). They are charming 3D Mr Potato Head Toy Characters. Chicky represents the Rainbow Simply Chicken credentials. She is a beautiful chicken, friendly, clean, and perfectly put together... one would definitely say she is ruling the roost. Chucky on the other hand symbolises all the weird stuff in competitor products. Chucky is a miss-match of animal parts put together wrong to create a unique one-of-a-kind character.
The campaign stretched across print, digital, radio, instore and in schools.
The idea exploded in schools all across South Africa. Mascots were made and an entire school campaign was created as a result. The impact in-store was felt hugely by our competitors who tried their best to have all our POS banned. This campaign seemed to start a war in the market and saw the Simply Chicken brand take over.