New multi-channel marketing campaign launched by Lenard’s chicken franchises

After a comprehensive brand review, Lenard's is set to launch a new, multi-channel marketing campaign to promote its network of chicken franchises.

The campaign will include the first television commercial produced by the company since 2006, and is part of a brand ‘revolution’ intended to reflect the changing retail and customer landscape post-GFC.

The chicken franchises will receive exposure from a series of ‘What’s for dinner?’ television commercials, as part of a multi-channel, integrated roll out across print, online and in-store advertising developed by specialist retail agency, IdeaWorks.

The influential Better Homes and Gardens franchise will serve as a significant platform for the campaign, featuring the creative “Lenard’s – it’s what’s for dinner” across a variety of media including the TV show, magazine and website.

Founder and Executive Director of the chicken franchises, Lenard Poulter explains that “our mission was to dissect and evaluate our brand to ensure we are clearly projecting what Lenard’s stands for internally and externally.”

With changes to the retail landscape and patterns of consumer consumption, Mr. Poulter says that the company decided this would be the “perfect time” to reinvigorate the chicken franchises and their branding.

The television commercial, shot by production company Curious Films, will screen during Channel Seven’s Better Homes and Gardens. Launching in Queensland and Victoria on the 3rd September, the advertisement will appear across the country on the 10th September.

“We are confident this exciting concept will resonate with shoppers and attract new customers to Lenard’s, while revitalising the brand in the minds of our existing customers,” Mr Poulter concludes.