Following the acquisition of Chicken Tonight from Unilever last September, the brand has?undergone a ?2.5m brand redevelopment, in a bid to re-engage with consumers?across the UK.
Chicken Tonight has, over the years, fallen off consumers?repertoire due to minimal development and marketing support.
The re-launch aims to invigorate and?give new life to the brand with the aim of getting it back on the consumer radar.
The re-launch of Chicken Tonight sees existing recipes improved.
Each of the brands SKUs?have had their food credentials updated to tie in with the renewed ingredients.
For example Honey &?Mustard to Honey and Dijon Mustard, Chicken Chasseur to Chicken Chasseur & Red Wine and Country?French to Country French White Wine Sauce.
Two new flavours are also being added to the range to extend the brands offering; Mild?Mexican Chicken and Sicilian Chicken.
In addition to the improved recipes and new flavours, the look of the brand has been redesigned to be a?more contemporary, up-to-date image, whilst maintaining the egg shaped jar synonymous?with the brand.
Each label has undergone a re-design, now showcasing imagery?highlighting the new and improved food credentials, recipe suggestions and indication of cooking time.
David Cherrie, Marketing Controller, Symington?s said:
?The re-launch of Chicken Tonight is immensely?exciting and we can?t wait to see the reaction.
?There?s a wealth of consumer involvement throughout the?marketing campaign and we look forward to seeing families re-connect with this nostalgic brand and for?new consumers to become involved for the first time.
?We feel passionately that we now have a brand that can take the number one spot in the traditional?sauces sector.?
The Chicken Tonight re-launch will be supported by a hefty marketing campaign with a new TV ad airing,?nationally, across screens in September.
The ad, ?Chicken In. Elbows Out? will be trying to get?consumers to re-connect with the brand and ensure Chicken Tonight becomes part of a British family meal once more.
The Chicken Tonight re-launch encompasses activity across TV, PR, social media (Facebook and Twitter),?and shopper marketing ? including sampling, recipe barkers and cross category promotion.
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Source: http://www.fdin.org.uk/2012/07/chicken-tonight-re-launches-with-new-recipes/
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