Tegel gets heads bobbing with new free-range chicken platform

Tegel gets heads bobbing with new free-range chicken platform
B&T Magazine
Edited by B&T Magazine



Tegel is going free-range. As New Zealand’s largest poultry provider, this is clucking big news.

General manager marketing and communications at Tegel Foods, Angela Irwin says, “We’ve been transitioning our retail products to free range since 2022, with the goal that by 2025 Kiwis can pick up any Tegel product in the supermarket knowing they’re making a choice they can feel good about”.

Tegel worked with dentsu Aotearoa to create a campaign to spread the news that Tegel is raising the bar for Poultry in NZ.

Nick Gallagher, group account director at dentsu says, “The free-range category skews towards rolling hills and animal welfare, but we wanted to focus on how freedom makes us feel. Living with freedom isn’t just something we want for ourselves, we want it for animals too.”

During the creative process it was discovered chickens can only bob their heads when they’re free to walk around – and humans also bob their heads when they’re feeling freedom vibes.

dentsu creative directors Brad Stratton and Hayley Marks used this simple insight to form the basis of the campaign.

“We loved the fact humans and chickens both bob their heads when they’re feeling free. Dramatising that mutual movement seemed a good way to remind people how good freedom feels.”

The campaign launched 21 April and celebrates the little moments in our day when it feels head-bobbingly good to be free – heading home from work at the end of a long day, heading out to the playground for lunch and leaving home to go to flatting.

More product focused 15”s will rollout throughout the year.




Please login with linkedin to comment

Tegel

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]