New Zealand’s pioneer free-range chicken brand has continued to ‘innovate at scale’ with its latest and largest-ever ad campaign.
Set to reach more than 1.5 million Kiwis in the first month alone, the Waitoa campaign has targeted Kiwi families and talked about the warm family moments you share while eating Waitoa Chicken with people you care about.
“The campaign celebrates bringing people together with great conversation over great food in a creative and engaging way - tapping into the appeal of a family get-together. It is a nod to the comforting nature Waitoa is known for being local, free range, net carbon zero and SPCA certified,” said Ben Ward, Head of Marketing, Waitoa Free Range
“It knits these themes together seamlessly mischievously, paying homage to the woollen transformation ‘heroes’ in the campaign. We wanted to create an eye-catching and engaging campaign focusing on family meal times and the enjoyment, warmth and connections those moments generate. It’s the aroma of a freshly cooked Waitoa chicken that everyone turns up for right.”
Motion Sickness, the ad agency behind the new campaign, Creative Director Sam Stuchbury added that they had a lot of fun working with the Waitoa team.
“It’s distinctive and unexpected. We knew the brand needed something fresh to stand out in a category that can often be awash with advertising,” said Stuchbury.
“It’s about making your family cozy in the most memorable way possible. We’re excited to see where this platform might go.”
With the new campaign, Waitoa has also launched new BBQ products just in time for summer. The new products landing on supermarket shelves across the country are The Chicken Rub Butterfly Chicken, The Chicken Rub Drumsticks and Hot Honey Chicken Nibbles in collaboration with premium rub brand The Four Saucemen.
The Waitoa campaign will be featured across various channels for the next quarter. Waitoa Free Range Chicken is stocked in all good supermarkets, local butchers, and food service outlets.
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