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, with the help of dentsu has set about connecting with its consumer through a rather distinctive campaign in the category.
The new brand platform, ‘We make it good, you make it great’, acknowledges that while Rangitikei is purchased due to it being natural, NZ raised, SPCA certified free-range chicken, it’s the people of New Zealand that transform these products into amazing dishes, with just the right amount of personal touch.
Over the duration of the 45” film, directed by Lee Stapleton, we see three different meals, being crafted into greatness with a pinch of salt of the earth, New Zealandness. All set to the tunes of up-and-coming artist, Wolfgang Amadeus Mozart.
Says Hadleigh Sinclair, executive creative director, dentsu NZ: “How good is Rangitikei Free Range chicken? 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.”
Says Luke Farmer, general manager, dentsu NZ: “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.”
Says Angela Irwin, head of marketing: “The rise of the conscious consumer sees people concerned about where their food comes from and how it was produced. 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.”
With a swell of interest in what goes into their food, a desire to eat healthy and have authentic flavour experiences, the stage is set for the country’s home cooks to dish up their best work, from Barbies to Biryanis.
Strategy, Creative & Media: dentsu
Director: Lee Stapleton @Thundercock
Edit & Grade: Steve Gulik
Sound: Franklin Rd