POPULAR WORDS

September 2, 2010

After a six month brand review, the country's largest chicken retailer is set to launch a new multi-channel marketing campaign which provides an easy answer to the question asked by every Australian family - ‘what’s for dinner?’

Including the first TVC which Lenard’s has produced since 2006, the campaign is part of a brand ‘revolution’ to reflect the changing retail and customer landscape post the GFC.

The $2 million campaign features a series of ‘what’s for dinner?’ TVCs, as part of a multi-channel, integrated roll-out in print, online and in-store advertising developed by specialist retail agency, IdeaWorks.

Creative Director Paul Knights says the agency is bringing the “what’s for dinner?” idea to life in a fun, entertaining and memorable way.

The new ads depict people from all walks of life; a yoga teacher, a priest, a contestant in a beauty pageant and a police officer, all so distracted by the daily question that it accidently slips into their conversation, to the shock of those around them.

The question is answered for all those watching the ad; when viewers are thinking about ‘what’s for dinner?’, Lenard’s has the answer with a range of ready to cook chicken meals.

“What we really like about these ads is that they are so very different for the category,” Knights says.

“The idea translates brilliantly in store, online and in direct marketing,” he says.

“We believe this new work will really strengthen Lenard’s position as the leader in ready-to-cook fresh chicken and sell plate-loads of product. After all, that’s the bottom line in any communications campaign.”

A key part of the integrated campaign featuring the creative, “Lenard’s – it’s what’s for dinner”, will be executed across a variety of media within the Better Homes and Gardens franchise including the TV show, magazine and website.

EVALUATING THE BRAND

Lenard’s founder and executive director Lenard Poulter say his mission was to dissect and evaluate the brand to ensure a clear projection of what Lenard’s stands for internally and externally.

“The retail landscape has changed and customers have changed as a result of social, economic and technology factors and we decided this would be the perfect time to give the Lenard’s brand a health check to ensure we are meeting the needs of our customers and remain competitive in the new landscape,” Poulter says.

The TVC, shot by production company Curious Films, will screen during Channel Seven’s Better Homes and Gardens.

It will be launched in Queensland and Victoria tomorrow (September 3) and in all other states on September 10.

“We are confident this exciting concept will resonate with shoppers and attract new customers to Lenard’s, while revitalising the brand in the minds of our existing customers,” Poulter adds.

Lenard’s - ranked 39 in QBR's 2009 Queensland 400 - is Australia’s largest chicken retailer and is 100 percent Australian-owned.

There are over 195 Lenard’s stores, employing more than 3,000 staff throughout Queensland, New South Wales, Australian Capital Territory, Victoria, South Australia, Western Australia and the Northern Territory.