Moy Park - This is Home

Background

For over 80 years, Moy Park Chicken, Ireland's premier chicken brand, has been nourishing and inspiring homes with its delicious, quality produce. To mark this impressive milestone, we partnered with our client to develop a new, emotive positioning that would reflect the passion, heritage, and local expertise that goes into every step from farm to fork.

We delivered a sixty-second TV spot, and out-of-home advertising campaign, digital media, and influencer marketing.

Our Approach

Following a series of insightful workshops alongside our client to reaffirm the brand's purpose, values, and personality. From these sessions, we distilled their positioning into three simple yet powerful words: 'This is Home'. This succinct phrase marked a shift from light-hearted product promotion to forging a deeper emotional connection, firmly establishing the brand at the heart of the home.

We developed a robust playbook around this new positioning, designed to inform all future brand communications and activations. This included our authentic 'Homegrown' series, which showcased our local Moy Park farmers. The pinnacle of our campaign was the creation of a sixty-second TV spot, 'Home for Dinner', which beautifully illustrated the emotional power a home-cooked meal with Moy Pack can bring.

Results

To amplify the 'This is Home' message across digital platforms, we implemented a multi-channel strategy. Our video content included the emotive TV advert and a montage video featuring user-generated clips of family members returning home. We strategically selected YouTube, Facebook, and Instagram for the hero TV ad, while Facebook, Instagram, and TikTok were deemed most suitable for the montage video. Our campaigns were optimised for reach and video views, targeting both the core Moy Park audience and a broader, interest-based audience pool within key markets.

Complementing this video content, we executed a retailer activation to engage shoppers in-store, offering the chance to win a voucher towards a home makeover. Entry was made accessible via QR code or by completing a paper form in-store. To drive awareness of this initiative, we shared daily reminders across Facebook and Instagram and implemented a paid brand awareness campaign throughout the in-store promotion. Its impact can be felt with the impressive results that reflect cultural resonance.

This multi-faceted approach not only reinforced Moy Park's position as a beloved household name but also deepened its emotional connection with consumers, reminding them that with Moy Park, they're always 'Home for Dinner'.