ABOUT

If anyone remembered the name Chicken Tonight it was probably down to Ian Wright’s arm-flapping impression of a chicken in TV ads from the 1990s. So, how were we to re-invent a brand that consumers saw as convenience food from a jar that took hours to cook? Our challenge was to make Chicken Tonight fly again.

What we soon learnt about Chicken Tonight was that the only thing even die-hard loyalists really loved was its name. But with the second-biggest supermarket sale being a four-pack of chicken fillets, we realised there was a real opportunity to reconnect chicken-lovers with the brand. How we achieved that was by creating a new range of packaging formats and recipes, a new identity and a new positioning around ‘make chicken amazing’. As a result, Chicken Tonight was given the right to move beyond the jar and casserole dish – and yes, beyond Ian Wright, too.