Launched this month across retailers nationwide, Irish chicken brand Sicín Sásta comes to the Irish market layered with humour, sustainability credentials and steeped in Irishness – and not just by name!
The Sicín Sásta launch is supported with a fully integrated creative campaign across TV, VOD, outdoor, POS, digital content, influencer and media relations to educate consumers about Sicín Sásta, higher animal welfare, and why it is the right thing to do for our planet and society. Each and every asset has a role in telling this story and bringing this philosophy to life for consumers.
"What we wanted to achieve with Sicín Sásta was no small feat," said Brendan Nolan, Head of Marketing, Carton Bros. "It involved a lot of work on our farms, in our production facilities and in our mill to create a chicken that would raise the bar in the Irish market through a higher welfare offering. Crucially, we needed to communicate this proposition to a consumer who has come to see chicken as a generic product.
This is a cross agency campaign with our partners at Ogilvy, MediaCom, Bubble Digital, Valda Boardman PR and Neworld; where we have produced a look and feel for the Sicín Sásta brand that is refreshing, differentiated and entertaining to a younger, slightly more affluent socially conscious consumer. We hope that this collaborative approach will ultimately place a new household brand in the Irish chicken market"
Among the feedback from detailed research carried out over 18 months ago, Carton Bros found there was a fundamental lack of awareness and education around the life of a chicken and were questioned as to why no chicken brand was talking about it. Chicken is not produced on the supermarket shelf!
Sicín Sásta is telling that story, combining generational farming credentials with a renowned Irish sense of humour through Paddy and Fitzy. Chicken raised with grá! The brand offers two tiers – Sicín Sásta Free Range and Sicín Sásta Farmers’ Own. Immediate feedback since launch centres around taste which aligns with Sicín Sásta’s mantra “better chicken for better life”; meaning they are raised slowly, free to roam and put animal welfare front and centre. Great tasting chicken is no accident.
Proudly produced by a long line of Irish family chicken farmers, Sicín Sásta chickens are different because they are hatched, raised and roam free on the same family farm. A slow growing breed, they mature at nature’s pace in fields planted with wildflowers and natural grasses. The secret Sicín Sásta feed recipe is made up of 70% wholegrains sourced from local farmers and produced in a dedicated feed mill. It’s an ethical position designed to meet the needs of an increasingly socially conscious consumer base. With sustainability at the forefront, the packaging is new and different with a range of reduced smart packaging options designed to make life easier and minimise handling. Sicín Sásta are proud to have the Bord Bia quality assurance mark and are a Love Irish Food affiliated brand.
For more information sicinsasta.ie
