Symington’s moves on from the 90s in new tvc for Chicken Tonight via The Integer Group Australia
Chicken 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
4 Comments
There goes what could have been a heck of a lot of fun for a heck of a lot of forget ability
Ok so it’s mildly funny. They’ve traded in two brand assets ie the dance and the song, for well a bit of gentle comedy. I understand the brand want to move foreward but the brands nostalgia is one of it’s biggest strengths why not exagerate it rather than kill it?
Could have been a real revised classic winner with “flash performances” and many fresh uses of inexpensive social media…were they chicken?
https://www.youtube.com/watch?v=Fl3GC6bxmWE
I think you can’t modernise the old ad because quite frankly, no one liked it.
It worked on annoyance and repetition, something that in the 90’s you could do easily with your media buy and today you need a truck load of money to pull off.
As for the suggestions of the ‘flash mob’ – that idea would have worked in the 90’s but it’s not the 90’s anymore.
The biggest thing they could actually do is change their product.
(And the label!)
And the best bit is the ‘revised classic’ line. It would need to be a classic first!