Brand's Essence of Chicken: Blur or not - Brand's alertness experiment

Rachelyn Gordon

Campaign details

Brand owner: Cerebos Pacific Limited
Brand: Brand's Essence of Chicken
Agency: Y&R Singapore
Country: Singapore
Channels used: Branded content, Magazines - consumer, Newspapers, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Sales promotion, Social media, Television
Media budget: 500k - 1 million

Executive summary

With a strong heritage of over 175 years, Brand's Essence of Chicken had been perceived as a traditional brand for older consumers. While its benefits have been passed down via word of mouth from generation to generation, a strict regulatory environment in Singapore precludes any direct claims of health benefits.

The primary marketing challenges therefore, were to appeal to a younger generation, to encourage daily consumption of the product, and to highlight potential benefits of the product without making any direct health claims.