When shopping for chicken, more and more consumers are choosing free range, and rightly so – but after the ethical box is ticked, there’s very little loyalty to free-range brands themselves.
With that in mind, Rangitikei Free Range Chicken and dentsu have set about connecting with consumers through a rather distinctive campaign.
The new brand platform, ‘We make it good, you make it great’, acknowledges that while Rangitikei is purchased due to it being natural, New Zealand raised, SPCA certified free-range chicken, it’s the people of New Zealand who transform these products into amazing dishes.
Over the duration of the 45” film, directed by Lee Stapleton, we see three different meals being crafted into greatness – all set to the tunes of up-and-coming artist, Wolfgang Amadeus Mozart.
Executive Creative Director, Hadleigh Sinclair says: “There’s a sense of pride in making good choices around consumption, but there’s also a huge sense of accomplishment in making a bloody good meal. We wanted to get a sprinkling of that feeling, and bring the idea of greatness into the average home kitchen.”
General Manager Luke Farmer adds: “Working with the team at Rangitikei to bring this work to life has been a labour of love, especially given the amount of taste testing required. It’s an exciting new chapter for Rangitikei Free Range and it’s great to see the campaign working hard across out of home, on demand and TV.”
Head of Marketing Angela Irwin says: “We are delighted with how dentsu has taken the products we are already proud of and showcased how they can be elevated to great tasting meals by New Zealanders in their own homes.”
Strategy, Creative & Media: dentsu
Director: Lee Stapleton @Thundercock
Edit & Grade: Steve Gulik
Sound: Franklin Rd