Chicken Tonight: Advertising that Dares to Come Out of the Closet - IPA Effectiveness Awards Case Study 1994

Brief Description: UK launch of a new brand ? Chicken Tonight. Brand focused on qualities of 'convenience' and 'treat'. TV campaign in London, Lancashire and Scotland/Border, with promotional support. London launch also featured outdoor. Results: Massive base sales found to be due to advertising and high awareness was achieved. ;---(TAGS)--- Full Title: Chicken Tonight : advertising that dares to come out of the closet ; Number: 1994/106 ; Brand Name: Chicken Tonight ; Client: Brooke Bond Foods ; IPA_ProductCoding: Food (Sauces (any), pickles, gravy, stock cubes etc.) ; Agency: J Walter Thompson ; Author: John Stuart ;