Symington’s has launched a new integrated campaign for Chicken Tonight’s original simmer sauce range.
The launch will see Chicken Tonight return to Australian TV screens 1 June, with its first locally produced TVC in four years.
Symington’s Ltd., the leading UK convenience food manufacturer, reached an agreement to license Unilever’s wet sauces portfolio in Australia and New Zealand last year. Symington’s took on three brands from Unilever; Chicken Tonight, Raguletto and Five Brothers. Under the terms of the deal, the three brands have continued to be produced at Unilever’s factory in Tatura, Victoria.
“We have had considerable success ‘rebooting’ the iconic Chicken Tonight brand in the UK and achieved year on year double digit growth since relaunching the range in 2012, so we believe we have the right recipe for success in Australia,” Symington’s Australia marketing manager Allen Hunt said.
"The challenge of the brief was to re-engage consumers who remember Chicken Tonight as a 90s family meal staple, while introducing Chicken Tonight to a younger generation for whom there is less nostalgia associated with the brand and the decade,” said Georgia Bruton, managing director of The Integer Group Australia. “The iconic ‘I feel like Chicken Tonight’ jingle makes a cameo appearance, but only in the context of representing a decade that we have all thankfully moved on from including our tastes in fashion, music, and of course food, with Chicken Tonight’s new improved range taking centre stage.”
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