Background

Among the feedback from detailed research carried out over 18 months ago, Carton Bros found there was a fundamental lack of awareness and education around the life of a chicken and were questioned as to why no chicken brand was talking about it. Chicken is not produced on the supermarket shelf!

Strategy

Launched in 2021 across retailers nationwide, Sicín Sásta comes to the Irish market layered with humour, sustainability credentials and steeped in Irishness – and not just by name!

The Sicín Sásta launch was supported with a fully integrated creative campaign across TV, VOD, outdoor, POS, digital content, influencer and media relations to educate consumers about Sicín Sásta, higher animal welfare, and why it is the right thing to do for our planet and society. Each and every asset has a role in telling this story and bringing this philosophy to life for consumers.