REAL CHICKEN
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REAL CHICKEN *
Changing the chicken narrative one pasture-raised bird at a time. From a cheap weekday dinner to an occasional treat, Real reframes the way consumers should look at chicken by inticing them to make the more ethical and sustainable choice. It’s Real O’Cluck!
Featured in 👉 World Brand Design Society
BRAND IDENTITY
PACKAGING
BRAND WORLD
ILLUSTRATION
PHOTOGRAPHY
TONE OF VOICE
PROBLEM
Chicken - the UK’s most popular meat, yet households throw away the equivalent of 235,000 chickens daily. With a whole bird costing less than a pint, there is little room left for respect but lots of opportunity for abuse when it comes to chicken farming
INSIGHT
The poultry aisle is confusing, indifferent and lifeless. Industrialisation has led to fewer choices when buying chicken products, with buzz words confusing us even more. Currently, there are zero brands of chicken sold in UK supermarkets. Shops only house own-brand poultry that has been branded with fake farm names to romanticise the image in mind.
CHALLENGE
To remove the cognitive dissonance associated with chicken and educate on the quality of meat. Bringing the desired accessibility to supermarkets while changing the narrative that not all store chicken is unethically sourced. To create a movement ‘for’ pasture-raised chicken and a shift in mindset that triggers self-initiated purchases in poultry consumers.
Introducing Real - a brand of pasture-raised chicken that is used as a vehicle of change in the meat aisle. By reestablishing it as a more nutritious, ethical and regenerative protein, Real urges consumers to rethink their shopping behaviours and stand for Real chicken rights once and for all.
For the love of chicken!
REDUCING WASTE
With 110,000 tonnes of edible chicken thrown away, an FSA study found that guidance on freezing is the biggest piece of information needed to reduce waste. WRAP focus panels have found consumers respond well to inspiring messaging on the story of food, which is why Real’s backside will give context on the industry’s practices and ways in which consumers can become part of the change.
the chicken manifesto
OOH
Plastered across British cities is The Chicken Manifesto: an OOH mural activism campaign that reveals the truth behind the £2.99 supermarket price tag. Instead of hyping itself up, Real is rather taking down its low quality competitors by educating the public on the downsides of cheap chicken to encourage self-initiated purchases.
The superhero in the chicken aisle
CONCEPT & CREATIVE Strategy
Real takes inspiration from superhero visuals and balances traditional with modern and daring with sweet.
The blandness of the supermarket chicken pack needed to be combated with a bold and surprising approach. With a focus on the narrative, Real takes the consumer on a visual journey through a typical day as a Real pasture raised chicken.
To evoke nostalgia, the illustration style is vintage, and balanced with type that is inspired from vintage packs and nods to superhero comic books with a dimensional shadow. By putting an untraditional twist on an otherwise utilitarian product, it makes for a fresher take.
IN-STORE
The In-Store manifesto champions the boring, ineffective, unplanned for retail displays. The Manifesto is placed on shelf talkers and banners, and is designed to influence the purchasing decisions of all four buyer personas by featuring its benefits using Call-to-Value, making the consumer feel in full control over their decision-making process.
