If you catch yourself singing ‘Tegel has the meal for you’ after watching the chicken brands new TVC you will be forgiven. The new integrated marketing campaign by full-service agency Barnes, Catmur & Friends Dentsu (BC&F Dentsu) was Tegel’s first big advertising spend in a number of years as it aims to re-ignite the affection for the 55-year-old brand.
The 30-second, animated TVC produced by Assembly rushes through the homes of 18 quirky characters; starting with a breakfast of chicken rashes and finishing with a late-night chicken roast. The aforementioned catchy song, by Liquid Studios, introduces the characters by name and their favourite Tegel product.
“We are excited to launch our biggest investment in advertising in a number of years in support,” says head of marketing at Tegel, Angela Irwin. “We’re a company that has a product for every occasion and set out to showcase this.”
“It was quite a squeeze for the animators to fit in 18 characters, but I think we’ve produced a campaign that Kiwis will enjoy singing along with,” adds executive creative director of BC&F Dentsu, Paul Catmur. “I suspect everyone will recognise a character or two in there.”
These quintessentially Kiwi characters include Murray and his chicken curry (now featured on Tegel’s new website with his recipe), Baxter and his open trap (he's a dog), and a demanding Zac, who grabs a pack of chicken nuggets at the very end of the TVC.
With a wide range of products given their two seconds of fame in the TVC, the animation has been integrated into the new website as well as print, out-of-home, and digital display advertising. Ensuring that customers see the TVC, a website giveaway gets chicken-lovers to watch the video online and answer four simple questions about what they saw for a chance to win a 'Murray's Curry Kit' or $50 grocery voucher.
The new packaging featured in the campaign was an important element in the re-fresh and was designed by Tried & True. “The team has worked hard on the packaging re- design of every Tegel product, the result being a far more modern, cohesive look across the supermarket,” says Irwin.