Symington’s moves on from the 90s in new tvc for Chicken Tonight via The Integer Group Australia

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Screen Shot 2014-05-30 at 7.56.36 am.jpgChicken Tonight will return to Australian TV screens this Sunday 1st June, with its first locally produced TVC in four years marking the launch of a new integrated campaign via The Integer Group, for Australia’s original simmer sauce range.

Symington’s, the leading UK convenience food manufacturer, reached an agreement to license Unilever’s wet sauces portfolio in Australia and New Zealand last year. Symington’s took on three brands from Unilever; Chicken Tonight, Raguletto and Five Brothers. Under the terms of the deal, the three brands have continued to be produced at Unilever’s factory in Tatura, Victoria.

Says Allen Hunt, Symington’s Australia marketing manager: “We have had considerable success ‘rebooting’ the iconic Chicken Tonight brand in the UK and achieved year on year double digit growth since relaunching the range in 2012, so we believe we have the right recipe for success in Australia. Our message to busy modern Australian families is simple; we recognise that you’ve moved on since the nineties and so has Chicken Tonight, with a new-look range that includes new flavours proudly made in Australia.”

Says Georgia Bruton, managing director of The Integer Group Australia: “The challenge of the brief was to re-engage consumers who remember Chicken Tonight as a 90s family meal staple, while introducing Chicken Tonight to a younger generation for whom there is less nostalgia associated with the brand and the decade. The iconic ‘I feel like Chicken Tonight’ jingle makes a cameo appearance, but only in the context of representing a decade that we have all thankfully moved on from including our tastes in fashion, music, and of course food, with Chicken Tonight’s new improved range taking centre stage.”

The 15 and 30 second TVCs by The Integer Group Australia will run on Australian TV and digital channels for 3 months supported by PR, social media and in-store activations.

Creative Agency: The Integer Group Australia

Creative Director: Suzanne Keen

Copywriter: Steve Dodds

Head of Broadcast Production: Honae MacNeill

TV Producer: Jim Wilson

Group Account Director: Jennie Moore

Campaign Manager: Usman Khan

Director: Trevor Clarence

Production Company: Jungleboys

PR Agency: FleishmanHillard

Media Agency: Carat