Waitoa, the home of free range chicken, has revealed its new integrated brand relaunch campaign where the brand champions its latest sustainability credentials.
To maintain loyalty and build preference from Kiwis who are increasingly conscious about the brands they support, Waitoa became the first chicken brand in Aotearoa to achieve Toitū carbonzero™ certification. This commitment to environmental responsibility provided the platform for Waitoa Free Range Chicken and Acumen to create a refreshed brand campaign to differentiate from competitors and let Kiwis know that by choosing Waitoa it was both good for them and the planet.
Through the 30” ad, directed by Holly Wallace and produced by Chillbox’s Jonathan Potton, Waitoa’s evolved brand platform and new carbonzero certification is distilled into three easy to understand promises, explained by Kiwi kids in a way that consumers can relate to.
Matt Easton, Waitoa General Manager Sales and Marketing says: “Our pioneering spirit means we’re never content to sit on our laurels, especially when it comes to sustainability. It’s great to see our commitment to Toitū carbonzero™ certification come to life through this latest advertising campaign. It was fun to use Kiwi kids to communicate the sometimes-complex nature of free range and sustainability creatively and simply. We wanted Kiwis to understand what the brand stands for, and to give them the confidence that Waitoa is the right choice not only for them, but the environment, too.”
Adelle Keely, Acumen Chief Executive, says: “We’ve enjoyed a long-standing partnership with Waitoa and it’s a privilege to evolve the brand and build connection and trust with Kiwi communities. Informed by data and research, we looked at Waitoa through the eyes of our next generation and brought Waitoa Free Range Chicken’s positioning of being good for you, and good for the planet, to life in a light-hearted way that reflects the approachability of the brand.”
Alongside the TVC, the communications campaign extends across VOD, radio, OOH, digital and social media. The brand refresh also includes new packaging across the product range and website.
Ben Ward, National Business and Marketing Manager, says: “Chicken is our nation’s most popular protein and there is no shortage of brands to choose from. Where free range was once the differentiator that only the conscious consumers looked for, it’s now developing into a mainstream choice for those who are seeking animal welfare as standard and high quality, fresh food.”
“We know from our conversations with retailers, partners, consumers, and staff that Waitoa is seen as a leader in its field in free range chicken. We’re excited about sharing Waitoa’s sustainability journey and are looking forward to the response from our retailers and shoppers.”
Acumen New Zealand
Sponsor – Alysha MacLean
Creative Lead/Writer – Desmond Nash
Agency Producers – Steffen Rusten & Maxine Glogau
Account Director – Renee Ji
Account Manager – Hayley Smith
Designer – Alex Popham
Director – Holly Wallace
Producer – Jonathan Potton
DOP – Finn O’Connor
Production Manager – Francesca Mackenzie
Art Director – Greg Allison
Casting – Katrina Rumbal
Sound Design & Mix – Envy Studios
Colourist – Mikee Carpinter
Group Marketing Manager – Lee Gilmour
Waitoa Free Range Chicken
Chief executive, NZ – Jonathan Gray
General manager, sales and marketing – Matt Easton
National Business and Marketing Manager – Ben Ward
Marketing Executive – Tarryn Appleby
Marketing Executive (contract) – Nigel Thomson