Tegel, one of New Zealand’s oldest and most loved poultry brands, appointed BC&F Dentsu for a major brand refresh.
Tegel’s largest investment in advertising was several years prior.
To re-ignite the love and pride for the brand, BC&F Dentsu worked with Tegel to tell the story of everyday Kiwis enjoying Tegel chicken meals through animation and song with a new campaign titled ‘Meal for You’.
Together with production company Assembly Studios, BC&F Dentsu launched the campaign with a 30-second, animated TVC introducing audiences to a cast of 18 characters and their poultry favourites; starting with a breakfast of chicken rashers and finishing with a classic roast chicken. Liquid Studios produced the catchy song featured, introducing the characters by name as well as their favourite Tegel product.
The ‘Meal for You’ TVC is the hero piece in an integrated campaign by BC&F Dentsu that includes print, out-of-home, and digital display. The new packaging was designed by Tried & True, and a new website was designed by BC&F Dentsu.