Tegel Foods Ltd, the market-leader in New Zealand for the production and retail of poultry, has had a scratch around in the dust that is ad land and, after a competitive pitch, has chosen DraftFCB as its full-service agency.
It's not clear who was involved in the pitch, but Tegel was with DDB in the past and is thought to have moved to Shine sometime last year.
"We were impressed with DraftFCB’s passion, their dedication to achieving creative excellence, their credentials and very real focus on behaviour change," says Rose France, group marketing manager. "This, combined with their experience and a fully integrated service offering, ensured they would be able to meet our advertising and communication needs. We are looking forward to working with their team as we move into the next phase of growth for our brand."
Toby Sellers, group account director, says it's pretty excited about the win, as it's one of the household Kiwi brands that it loves working with and it can apply its research on New Zealand's cultural codes to help the business achieve its results.
Sellers says chicken is still the most consumed protein in New Zealand, but there's plenty of competition now, with the high dollar impacting on export demand for lamb dropping and making it more affordable for domestic shoppers. So there was plenty of talk about finding ways to change people's purchase behaviour.
DraftFCB will work with Tegel on a fully integrated basis and will partner across creative, media planning and buying and public relations and Sellers says this when the agency does its best work as it can "look at the whole picture" and come up with the best solution.
It is currently in the process of shooting a new campaign.
Tegel joins the likes of Mitre 10, Vodafone, Air New Zealand, Noel Leeming Group, Pak 'n' Save and BMW/Mini.