Meat-chickens demystified in Ingham’s new campaign via Bohemia and Head and Heart
Ingham has launched a new campaign via Bohemia, which includes TVC, radio, native content and an online video series showcasing meat-chicken farming practices, animal welfare and sustainability.
While chicken is a popular protein – with the average Aussie eating 49 kilograms of chicken each year (Australian Chicken Meat Federation) – myths around poultry-farming continue to circulate. Ingham’s has set out to debunk common misconceptions and showcase the commitments to animal welfare and sustainability that drive Australia’s largest poultry producer in its new campaign.
Kicking off the integrated campaign in late April 2023 in partnership with Nine Plus, this is Ingham’s first major campaign since 2005, following the company undertaking significant research and a major brand refresh – including launching new packaging across all products.
Says a spokesperson from Ingham’s: “Animal welfare and sustainability are central to our strategy. We are proud to participate in the RSPCA Approved Farming Scheme as a Producer with 100 per cent of our sheds having RSPCA Approved Certification. We are also working to embed sustainable decision makers across our business to work to achieve – and exceed – our carbon reduction commitments.”
The campaign, designed to showcase Ingham’s focus on sustainability and animal welfare, was a collaborative mission with several partners – the TVC was created in partnership with agency Bohemia, the online video content with Head and Heart, and We are Sprout is driving digital strategy.
CEO: Brett Dawson
STRATEGY: Chris Christofi
MEDIA PLANNER: Caitlin West
CREATIVE: Justine Metcalfe & Andy Healy
AGENCY PRODUCER: George Saada
PRODUCTION COMPANY: Airbag
DIRECTOR: Will Horne
PRODUCER: Selin Yaman
DOP: Marden Dean
EDITOR: CAMERON HALES
GRADE & CONFORM: Matt Fez
SOUND DESIGN & MUSIC: Smith & Western
AGENCY: Head and Heart
DIRECTOR: Justine Metcalfe
PRODUCER: Tanja Perl
DOP: David Child
1st AC: Caleb Graham
SOUND: Ahmed Natiq, Paddy Wilson, Ben Oakley
This is shit.
For all the heavy hitters involved in this, it feels chaotic, with the voice-over fighting the graphics and the promise just doesn’t seem believable. When you produce chicken meat on the scale that Inghams do it’s just not credible. Creativity is required to sell the message, and that involves more than wobbly animated graphics.
Bohemia is MC Saatchi’s media company.
MC Saatchi have Steggles.
Bohemia just made an ad for their biggest rival.
Why would Steggles allow this to happen?
And yes, it’s shit.
But hey, the agency isn’t an agency. It’s a media company that wants to be one.
M&C have Steggles and also Lilydale?
Steggles have been a long-standing loyal client.Not nice M&C.