New Zealand’s pioneer free range chicken brand is continuing to ‘innovate at scale’ with its latest – and largest ever – ad campaign set to reach more than 1.5 million Kiwis in the first month alone.
The Waitoa campaign targets Kiwi families and talks to the feelings of warmth, whanau moments and the cosyness you get from eating Waitoa Chicken with people you care about.
Ben Ward, Head of Marketing, Waitoa Free Range says “The campaign celebrates bringing people together with great conversation over great food in a creative and engaging way – tapping into the appeal of a family gettogether. It is a nod to the comforting nature Waitoa is known for; being local, free range, net carbon zero and SPCA certified.”
“It really knits these themes together seamlessly,” Ward says mischievously, paying homage to the woollen transformation ‘heroed’ in the campaign.
“We wanted to create an eye-catching and engaging campaign that focusses on family meal times and the enjoyment, warmth and connections those moments generate. It’s the aroma of a freshly cooked Waitoa chicken that everyone turns up for right!”
Motion Sickness – the ad agency behind the new campaign – Creative Director, Sam Stuchbury says “We had a lot of fun working with the Waitoa team on this one. It’s distinctive and unexpected. In a category that can often be awash with advertising, we knew the brand needed something fresh to stand out. It’s about turning your family cozy in the most memorable way possible. We’re excited to see where this platform might go.”
Coinciding with the new campaign, Waitoa has also launched new BBQ products just in time for summer. The new products landing on supermarkets shelves across the country are:
- The Chicken Rub Butterfly Chicken
- The Chicken Rub Drumsticks
- Hot Honey Chicken Nibbles
All are in collaboration with premium rub brand The Four Saucemen.
- Launch date – Wednesday 20 November
- For the next quarter the Waitoa campaign will feature across these channels – TV (including personalised ads on TVNZ+), Cinema, Out of Home/Billboards, In Store and Social across Meta & TikTok.
Waitoa Free Range Chicken is stocked in all good supermarkets, local butchers and foodservice outlets.
