The new Tegel has the meal for you campaign kicks off the company’s brand refresh with an integrated campaign from Tegel’s full-service agency Barnes, Catmur & Friends Dentsu.
To re-ignite the love and pride for one of New Zealand’s oldest and most loved poultry brands, Tegel and BC&F Dentsu worked with production company Assembly and Liquid Studios to tell the story of everyday Kiwis enjoying Tegel chicken meals through animation and song.
The TVC showcases Tegel’s wide variety of products being enjoyed throughout the day and features a cast of characters such as Murray and his chicken curry, Baxter and his open trap, and Zac and his nuggets.
“It was quite a squeeze for the animators to fit in 18 characters, but I think we’ve produced a campaign that Kiwis will enjoy singing along with,” said BC&F Dentsu ECD Paul Catmur. “I suspect everyone will recognise a character or two in there.”
The Tegel has the meal for you TVC is the hero piece in an integrated campaign that includes a new website, print, out-of-home, and digital display, all produced by the agency. The new packs were designed by Tried & True.
Biggest campaign in years
“The team has worked hard on the packaging re-design of every Tegel product, the result being a far more modern, cohesive look across the supermarket,” said Tegel head of marketing Angela Irwin.
“We are excited to launch our biggest investment in advertising in a number of years in support. We’re a company that has a product for every occasion and set out to showcase this.”
CREDITS
Agency: Barnes, Catmur & Friends Dentsu:
Managing Partner & Executive Creative Director: Paul Catmur
Managing Partner & CEO: Daniel Barnes
General Manager & Partner: Luke Farmer
Senior Creative: Bradley Stratton
Creative: Katyana O’Neill
Creative: Renee Bryant
Account Director: Jordan Metcalfe
Senior Account Manager: Kylie Marsh
Account Executive: Hannah Stokes
Head of Production: Phil Newman
Head of Digital: Bram Stevens
Film co: Assembly
Directors: Jonny Kofoed, Matt Trott
Producer: Amanda Chambers
Sound: Liquid Studios:
Composition/Music: Pete van der Fluit
Media agency: Barnes, Catmur & Friends Dentsu Media:
Senior Media Manager: Alicia Newton
Digital Manager: Harrison Boys
Media Buyer: Natasha Free
Client: Tegel
General Manager of Sales and Marketing: Christine Cash
Head of Marketing: Angela Irwin
Senior Brand Manager: Claire Gutzewitz
Senior Brand Manager: Anna Thompson
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