The BC Chicken Marketing Board and BC Chicken Growers’ Association represent chicken farmers and oversee the production of chicken in British Columbia. In 2014 they changed the conversation about farming practices with a groundbreaking online campaign.
64% of British Columbians believe that hormones and steroids are added to the chicken they eat. In reality, the use of hormones and steroids in Canadian poultry has been banned for over fifty years with a stringent provincial and federal licensing and inspection regime to enforce those laws. Faced with growing distrust of local farmers and an abundance of confusing information coming from south of the border, a radical strategy was required to turn the tide of misinformation.
One of the first things CREW did was to commission primary research to understand why these myths were so widespread and how we could change people’s attitudes. We discovered that at the core was an issue of trust. As urban consumers are increasingly removed from the sources of their food, they are becoming increasingly suspicious of how their food is grown. Distrust of local chicken farmers was shown to be highest among young, urban consumers, aged 18-34. We needed to change the conversation and make it about the farmer, not the chicken.
Research & Test
Investing heavily in research and creative testing laid the groundwork for a successful campaign and provided the confidence necessary to take creative risks. An omnibus survey and focus group testing shaped everything from which audience to target (men aged 18-34), which creative concept to use, and how to rollout the campaign online.
Targeting millennials meant we needed a creative concept that would cut through the clutter, engaging our target audience with relevant and entertaining content. That’s where the concept of a parody-style online campaign featuring the Real Chicken Farmers of BC was born.
With stats like 18-35 year-olds makeup 90% of online video consumption it was clear that online video would be at the core of our strategy. CREW developed a 10-episode video series that followed real chicken farmers on their journey to the big screen, producing a parody action movie trailer.
92% of mobile video viewers share videos with others, so leveraging social media was key to the success of our videos. A staggered roll-out of the videos with a countdown to the release of the official movie trailer built excitement and anticipation ahead of the launch.
Bloggers were engaged to cover the campaign, driving social conversations and significantly boosting SEO rankings. A sweepstakes contest gave members of the public the chance to tour a chicken farm and attend our movie premier with bloggers, media personalities, celebrity chefs and local VIPs. Finally, our bloggers participated in a virtual Twitter party where chicken farmers answered questions from the public.
After the success of the online video campaign, the Chicken Squad was brought into over a dozen Save-On-Foods across the province for a weekend blitz. Farmers came out to meet the public, answer their questions and, of course, serve up some delicious BC chicken, helping to further debunk the myths consumers believe.
channel video views on YouTube
accounts reached on Twitter
of BC men aged 18-34 saw our videos online
With over a million views on YouTube, local and international press coverage and independent research demonstrating strong message recall among those who saw our videos, Chicken Squad has been successfully changing the conversation about chicken farmers and farming practices in BC. Keep an eye open for more appearances by the Chicken Squad in the future.