DDB (SA) has just launched a high profile campaign to increase sales of Robertson’s Spices. Entitled “More Tasty Chicken’, the campaign works off the premise that because of Robertson’s delicious spices, people have been consuming much more chicken, leading to a chicken shortage in South Africa.
The fully integrated campaign is led by two amusing 30 second television ads in which Pieter the chicken farmer reveals his ingenious new strategy for getting his chickens to breed faster. The first ad entitled “Creating the Mood’ shows Pieter decking the chicken run out with a disco ball and Barry White sound alike music to instill a greater sense of romance in his chickens. In the second ad, entitled “Baby Making Weather’, he attempts to achieve the same result by simulating the sound of rain and thunder outside the chicken run.
Other elements in the campaign include letters in magazine’s such as Woman & Home apologising for the chicken shortage due to Robertson’s Spices providing so many more ways to enjoy chicken. The apology is carried through to street pole, radio and in-store.
As Emmet O’Hanlon Head of Strategy DDB (SA) explains, the campaign is based on a real insight: “Research shows that between 1960 and 2005 growth in chicken consumption in South Africa has risen from 2.5kg per person to 22.4kg per person. We want Robertson’s to own the “in-home’ chicken experience amongst the target market and encourage consumers to opt for the healthier alternative of using Robertson’s spices on grilled chicken.’
