Acumen refreshes Waitoa Free Range

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AUCKLAND, Today: Acumen has launched a new integrated brand relaunch campaign for Waitoa, “the home of free range chicken” – where the brand champions its latest sustainability credentials.

Waitoa marketing GM Matt Easton said: “To maintain loyalty and build preference from Kiwis who are increasingly conscious about the brands they support, Waitoa became the first chicken brand in Aotearoa to achieve Toitū carbonzer certification.

“This commitment to environmental responsibility provided the platform for Waitoa Free Range Chicken and Acumen to create a refreshed brand campaign to differentiate from competitors and let Kiwis know that by choosing Waitoa it was both good for them and the planet.

“Through the 30” ad, directed by Holly Wallace and produced by Chillbox’s Jonathan Potton, Waitoa’s evolved brand platform and new carbonzero certification is distilled into three easy to understand promises, explained by Kiwi kids in a way that consumers can relate to. 

“The campaign extends across TV, VOD, radio, OOH, digital and social media. The brand refresh also includes new packaging across the product range and website.”

“Our pioneering spirit means we’re never content to sit on our laurels, especially when it comes to sustainability. It’s great to see our commitment to Toitū carbonzero™ certification come to life through this latest advertising campaign.

“It was fun to use Kiwi kids to communicate the sometimes-complex nature of free range and sustainability creatively and simply. We wanted Kiwis to understand what the brand stands for, and to give them the confidence that Waitoa is the right choice not only for them, but the environment, too.”

Acumen ceo Adelle Keely said: “We’ve enjoyed a long-standing partnership with Waitoa and it’s a privilege to evolve the brand and build connection and trust with Kiwi communities.

“Informed by data and research, we looked at Waitoa through the eyes of our next generation and brought Waitoa Free Range Chicken’s positioning of being good for you, and good for the planet, to life in a light-hearted way that reflects the approachability of the brand.”

Alongside the tvc, the campaign extends across VOD, radio, OOH, digital and social media. The brand refresh also includes new packaging across the product range and website.


Agency: Acumen New Zealand
Sponsor: Alysha MacLean
Creative lead/writer: Desmond Nash
Agency Producers: Steffen Rusten & Maxine Glogau
Account Director: Renee Ji
Account Manager: Hayley Smith
Designer: Alex Popham
Production company: Chillbox Creative
Director: Holly Wallace
Producer: Jonathan Potton
DOP: Finn O’Connor
Production Manager: Francesca Mackenzie
Art Director: Greg Allison
Casting: Katrina Rumbal
Sound Design & Mix: Envy Studios
Colourist: Mikee Carpinter
Talent agencies: Red Rocket Actors, Jam Talent, Kirsty Bunny Management

Client: Waitoa Free Range Chicken
Chief Executive, NZ: Jonathan Gray
General Manager, Sales and Marketing: Matt Easton
National Business and Marketing Manager: Ben Ward
Marketing Executive: Tarryn Appleby
Marketing Executive (contract): Nigel Thomson

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