The Hindu Business Line : Real good ads for chicken

THE objective of converting consumers of chicken to using a branded product such as Real Good Chicken (RGC) from the Godrej stable has not been easy to achieve. Godrej Agrovet has been struggling to gain acceptance for its chicken brand, and the company has now decided to invest in a TVC to help take its brand forward.

Created by Mudra Communications in Mumbai, the brief given to the agency was to bring out the benefits of RGC and drive home the point that it is fresh and not frozen, as is normally perceived by consumers. Targeting the 25-35 age-group homemakers, RGC is meant for SEC (socio-economic classification) A and B1 consumers who are educated and belong to the upper middle class.

Processed chicken is still a nascent market in India. More than 95 per cent of the chicken market is live (freshly slaughtered at the butcher). RGC is the only packed chicken which is fresh and not frozen. The packs are kept in the chiller where the freshness of the meat is maintained.

RGC till recently was active in press ads and at point-of-sale displays. The decision to launch a TVC was taken to help break the myth surrounding packaged chicken.

Claims Nitesh Ravindran, Account Director, Mudra Communications: "Of the consumers who are aware of RGC, most thought it to be frozen (as most of the packaged chicken available was frozen and not chilled). The negatives associated with frozen chicken (less tasty, has preservatives) kept most of the consumers away from RGC. We need to address this myth of RGC being frozen, to get into the consumer's consideration set of meat products. Moreover, the brand awareness among the chicken-eating masses was poor. It was, therefore, imperative for us to launch a TV campaign to build awareness about our product and convince the consumers about the freshness of RGC."

The product has attributes that helps establish the freshness credentials. These are mainly facts about it being delivered fresh from the Godrej farm every day, that it comes with a Godrej Guarantee, and that it marinates and cooks faster than live chicken. So the task before the agency was to convince the consumers that RGC was equivalent to fresh chicken and not frozen.

The commercial was set, on purpose, in a realistic situation. Inspired by insights from everyday life, it is woven around the conversation between two sisters (who also happen to be homemakers) in a supermarket. Using the metaphor of ice-cubes, the protagonist (the older sister) breaks down the myths about `frozen chicken.' The true-to-life situation, the subtle interplay between the two sisters and final expression of approval of the whole family at the dining table, also encapsulates a sense of endearment for the brand, while delivering the message.

Explaining the challenges faced when promoting the brand with the objective of concept selling, Ravindran says: "The RGC campaign was different in the sense of it being a concept to sell. The task was to promote the chilled chicken category by tackling big mindset blocks against packaged foods. Most other assignments from Godrej focus on differentiating a brand since they are in mature and established categories."

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