Following the acquisition of Chicken Tonight from Unilever last September, the brand has undergone a £2.5m brand redevelopment, in a bid to re-engage with consumers across the UK.
Chicken Tonight has, over the years, fallen off consumers repertoire due to minimal development and marketing support.
The re-launch aims to invigorate and give new life to the brand with the aim of getting it back on the consumer radar.
The re-launch of Chicken Tonight sees existing recipes improved.
Each of the brands SKUs have had their food credentials updated to tie in with the renewed ingredients.
For example Honey & Mustard to Honey and Dijon Mustard, Chicken Chasseur to Chicken Chasseur & Red Wine and Country French to Country French White Wine Sauce.
Two new flavours are also being added to the range to extend the brands offering; Mild Mexican Chicken and Sicilian Chicken.
In addition to the improved recipes and new flavours, the look of the brand has been redesigned to be a more contemporary, up-to-date image, whilst maintaining the egg shaped jar synonymous with the brand.
Each label has undergone a re-design, now showcasing imagery highlighting the new and improved food credentials, recipe suggestions and indication of cooking time.
David Cherrie, Marketing Controller, Symington’s said:
“The re-launch of Chicken Tonight is immensely exciting and we can’t wait to see the reaction.
“There’s a wealth of consumer involvement throughout the marketing campaign and we look forward to seeing families re-connect with this nostalgic brand and for new consumers to become involved for the first time.
“We feel passionately that we now have a brand that can take the number one spot in the traditional sauces sector.”
The Chicken Tonight re-launch will be supported by a hefty marketing campaign with a new TV ad airing, nationally, across screens in September.
The ad, ‘Chicken In. Elbows Out’ will be trying to get consumers to re-connect with the brand and ensure Chicken Tonight becomes part of a British family meal once more.
The Chicken Tonight re-launch encompasses activity across TV, PR, social media (Facebook and Twitter), and shopper marketing – including sampling, recipe barkers and cross category promotion.