This is a 30 year-old brand that’s well-known for it’s ultra fresh chicken produce, and is one of the most locally loved brands.
With the expanding competitor pool in the market, the client wanted to remind the audience of it’s extensive expertise and high quality produce in a creative brand campaign.
The translation of the above was presented in a friendly & light humor campaign, where we characterized the brand in a cartoonish chicken character that represents it’s identity and generations in a short story.
The character had a local name “Shahira” which means “popular” in Arabic. We narrated the brand USPs in a multi-visual campaign with a story-like approach, focusing on it’s local & rooted origin in addition to it’s high quality produce.
What’s unique about this art direction is that it’s a mix of illustration vectors and real images in a clean visual.
We displayed a video on a number of digital screens to show the nurturing journey of the chickens’ at the farms; what they eat, how they’re treated, the environment… etc. so the shoppers can understand what lifestyle delivers the high quality product.
Instead of the beeping sound that you hear at the cash, customers who bought the Wataniya Chicken products heard a “Cluck cluck” sound.
These simple ideas go a long way & can actually go viral. Imagine if the sound goes out from several cash registers at the same time; it’s just hilarious.
Buying Al-Watania chicken is rewarding in every way possible! The chicken character appeared at the supermarket when any customer picks any of the Wataniya products to greet & dance with the customer. The scene doesn’t end there, the chicken also gives the customer a gift.
