Client: Inghams
AGENCY: WE ARE SPROUT
Service: Art Direction, sTRATEGY, cOPY Writing, Graphic DESIGN, sOCIAL mEDIA mARKETING, MOTION DESIGN, VIDEO EDITING
Year: 2024

THE aIM

Putting Inghams tagline ‘Always Good’ into practice by taking customers behind-the-scenes of everything that goes into producing Australia’s #1 brand in chicken.

aPPROACH

In partnership with TV personality and celebrity chef Manu Feidel we took consumers on a journy from farm to fork, to find out exactly what makes Inghams Always Good.

As bite-sized social content pieces, we will create mini episodes – led by Manu – that delve into Inghams sustainable, modern production and high quality, ethical handling of chickens.

Recipes were shot on location in a more rustic, unscripted style with a focus on crave-ability, to better tap into that foodie audience base - transporting this traditional brand into a new era of foodie culture.

We looked to the locals to find out why Inghams chicken is so irresistible, and ask the reeeally important questions like ‘what’s the ultimate chicken schnitzel pairing?’

Dialogue was guided by everyday conversations, with humor and bloopers making the content more native to a social media audience.

Light-hearted, vibrant, and at pace were key qualities to framing up Inghams for a new, contemporary reach of audience.

IMPACT

Multi-touchpoint campaign that brought Inghams to life in a whole new way. From the content series with Manu, to a facelift on the website, proud social content about food and sharing moments, right through to competitions with BIG prizes (and BIG traffic). We exposed Inghams to a whole new range of consumers, and reignited a passion in the hearts of existing fans.

Through a major prize giveaway and the promotion of a free recipe e-book we increased visitation to the Inghams site to 115,875 clicks in only a few months, generated 6.5k email subscribers (a 700% increase from last years campaign), and have so far received 6344 downloads of the Farm to Fork Recipe E-Book - featuring 10 amazing recipes from Manu Feildel himself!