This is not one of those commercials that makes you say, “Wow, how did they think of that?” It’s even a little corny but it’s a lot feel-good and you can’t help but like it. Dentsu Aotearoa has found what people need right now and given it to turkey brand, Tegel.
The new campaign aligns with Tegel’s transition to free-range production. That’s what all the feel-good in the ad is about. It’s also a striking change from the usual green hills and earnest messaging in free-range commercials. The campaign celebrates the little moments in our day when it feels head-bobbingly good to be free – heading home from work at the end of a long day, heading out to the playground for lunch and leaving home to go to flatting.
Nick Gallagher, group account director at dentsu, explained, “The free-range category skews towards rolling hills and animal welfare, but we wanted to focus on how freedom makes us feel. Living with freedom isn’t just something we want for ourselves, we want it for animals too.”
Angela Irwin , general manager marketing and communications at Tegel Foods, stated, “We’ve been transitioning our retail products to free range since 2022, with the goal that by 2025 Kiwis can pick up any Tegel product in the supermarket knowing they’re making a choice they can feel good about.”
Nick Gallagher, group account director at dentsu, added, “The free-range category skews towards rolling hills and animal welfare, but we wanted to focus on how freedom makes us feel. Living with freedom isn’t just something we want for ourselves, we want it for animals too.”
During the creative process it was discovered chickens can only bob their heads when they’re free to walk around – and humans also bob their heads when they’re feeling freedom vibes.
dentsu creative directors, Brad Stratton and Hayley Marks, used this simple insight to form the basis of the campaign. “We loved the fact humans and chickens both bob their heads when they’re feeling free. Dramatising that mutual movement seemed a good way to remind people how good freedom feels.”
More product-focused 15-second spots will be released throughout the year.
Credits:
Client: Tegel Foods
Creative & Media: dentsu Aotearoa
Director: Ric Cantor
Production Company: Scoundrel
Post Production: ToyBox
