INGHAM'S - 'Heart of the Table' Campaign

Brand Strategy / Packaging / TVC / Integrated Campaign Australia & New Zealand A single creative idea — the heart — that unified an entire brand, rewrote its cultural relevance, and ran as the brand platform behind Ingham's A$1.5 billion ASX listing in November 2016." Ingham's held the #1 position in the Australian chicken market, but the brand had grown stale. The challenge was to emotionally reawaken it — not just for consumers, but with a view to taking the company public on the stock exchange. The creative insight was simple and powerful: mum is the emotional heart of the family, the kitchen is the heart of the home, and Ingham's chicken is always served with love. Ingham's brand red was the perfect canvas. Big Idea: Heart of the Table. The heart symbol became the design foundation for the entire Ingham's range — applied as a border that embraced every pack, with mum's hand always visible serving beautifully prepared food. Conceptualised and executed entirely in-house, the campaign launched through packaging and rapidly extended to TVC (with a challenging three-week turnaround), B2B, OOH, shopper, and in-store promotions — and even travelled internally within Ingham's as the "Love Your Job" and "Thrive" employee campaigns. Result: The campaign successfully awakened the Ingham's brand, underpinning Ingham's A$1.5 billion ASX listing in November 2016 — the largest Australian food sector float of that year — as TPG Capital exited its 2013 acquisition. Role: Creative Concept, Creative Direction, Packaging Design, TVC, Integrated Campaign Client: Ingham's Chicken Agency: Nowcomms Group Market: Australia & New Zealand