Chicken Treat turns 50 with ‘Never Gets Old’ brand platform developed by Hypnosis
Hypnosis has created a new brand platform reminding West Aussies why Chicken Treat has been part of the state’s good times as it enters its 50th year. The ‘Never Gets Old’ platform taps into the simple things that keep delivering joy, no matter how many times they happen: yoinking a chip, double-bouncing your brother, diving into a Hawaiian pack or pulling off a brave hairstyle. They’re the little moments that don’t break the bank and simply never get old.
Running across TV, social, radio, out-of-home and in-store, the platform celebrates the timelessness of Chicken Treat’s classics while reminding customers there’s always something new on the menu to keep things fresh. Chicken Treat has become a cultural fixture in WA and the platform plays on that nostalgia while introducing a playful creative world where life’s endlessly satisfying moments sit alongside Chicken Treat’s menu.
The campaign marks a creative refresh for the brand, evolving everything from product photography to tone of voice and art direction. The team also created a new brand sting which brings Chicken Treat’s slightly offbeat personality to life sonically.
Amber Martin, Managing Director at Hypnosis, said the idea came from recognising the unique cultural role Chicken Treat plays in WA, uncovered through Hypnosis’ Empathy Lab research. “Chicken Treat has been part of West Australian life for generations. Through our research we identified uniquely WA moments and rituals that people keep coming back to. That feeling when something never stops delivering, no matter how many times you experience it. The classics are still classics for a reason, but Chicken Treat also keeps things interesting with new flavours and limited-time offers. That tension between timeless and fresh felt like the perfect space for the brand to play.”
Guy Patrick, Executive Creative Director, said the campaign leans into the brand’s long-standing role as the cheeky outsider in the category. “Chicken Treat has stood the test of time and got even better now nostalgia is on the menu. The campaign leans into nostalgia but the tone is far from saccharine because Chicken Treat will always play the jester role.”
David Harrison, Head of Marketing, said: “Hypnosis has been an exceptional creative partner in bringing Chicken Treat’s new Never Gets Old brand platform to life. Their strategic thinking, bold creativity, and deep understanding of our WA spirit have helped elevate the brand with work that is fresh, distinctive, and true to who we are. Together, we’ve built an identity and a platform that not only celebrates our heritage but sets us up for long‐term growth.”
Martin and Patrick added: “A huge thanks goes to all our production partners involved, particularly FRANK and to the Chicken Treat team for the immense trust placed in everyone who helped bring this work to life.”
Chicken Treat
Head of Marketing: David Harrison
Marketing Manager: Melissa Catenacci
Brand Manager: Andrea Lever-Jones
Digital Marketing Manager: Sarah-Jane Orr
Hypnosis
Executive Creative Director: Guy Patrick
Managing Director: Amber Martin
Planning Director: Essie Zar
Art Director & Designer: Tina Milosic
Copywriter: Henry Malkovic
Designer: Doug Giffney
FRANK
Director: Frank Carroll
Director of Photography: Giac Patroni
Camera Assistant: Daniel Collins
Stylist: Sheridan Savage
HMU Artist: Ali Knapton
HMU Assistant: Mercyll Cooper
Gaffer: Dion Borrett
Best Person Bailey Pascoe
Assistant: Miguel Contreras
Art Dept: Tegan Weir, Charlotte Bayly
VFX: Last Pixel
VFX Supervisor: Dave McDonnell
Grade: Crayon
Colourist: Niklas Malkin CSI
Sound Engineer: Justin Braine
Runner: Elea Gilmore
Runner: Rueben Rees
Equipment supplied by/Special thanks: RAZ Studios
Voice Artist: George Shevtsov
On screen Talent:
Mullet: Robbie Brady
The Long & Short Society: Jeff Cooper, Chewe Nkole, Lindsay Robeson, Debs H, Fleur Pereira, Samuel Moyle, Toryn Leach, Andrew Metcalf, Lauren McDonald, Hades Nguyen
Chess: Ann Speicher, Ethan Battle
Fishing: Jesse Vakatini
Sticky Korean Product Stills
Photography: Duncan Wright
Food styling: Laurie Perry
Audio Branding via Panda Candy
Composition: Ian Berney and Glenn Sarangapany
Media Agency
Atomic212
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