Total
Print, Campaign, FMCG
Fresh, tasty, nutritious. That's the motto of Total - a prominent name in the meat, poultry, and ready-to-cook food segment industry. With its very own poultry farm and chicken processing factory, Total ensures that the quality of its chicken is consistently top-notch. This level of control over the entire production process enables the brand to offer products that are always associated with superior taste and freshness, reinforcing its reputation as a reliable provider of high-quality chicken.
The brief was to create a campaign that aimed to highlight Total's unique advantage of controlling its supply chain from farm to table, emphasising its commitment to consistent quality in every product. The objective was to market the brand as the go-to choice for consumers seeking chicken that not only tastes great but also offers guaranteed freshness.
The campaign needed to create a strong emotional connection with consumers, urging them to choose Total for a taste experience that truly stands out. An internal survey, which started out by devouring a delectable array of Total's offerings, led us to quite literally taste the difference in freshness and taste in the quality that Total provided. It translated to the confidence of claiming that it is a taste that you would definitely choose again and again. This insight naturally inspired the campaign line "Chicken Lovers Kheye Bolo!"—a call to action that invited chicken enthusiasts to try Total and taste the unmistakable difference in quality for themselves. With our beloved Tollywood star - Anirban Bhattacharya - as the brand ambassador, the campaign was narrated across print media, outdoor and social media – garnering appreciation and success for Total.