Chick Days

Kent Nutrition Group was looking for us to cleverly develop a campaign to get their Home Fresh line of premium poultry feed products in front of backyard chicken owners during the time of year when people are purchasing chicks. The main target audience for this campaign was young moms with young children so we leaned into the childlike wonder families feel when raising chickens.

As a campaign with a tight budget, there was only room for stock photos. But who says stock need to be boring? We combined photographs of kids with illustrations of animals helping to set up clever headlines that connected how purchasing a high-quality poultry feed can help families live the highest quality of life. Based on the insight that families raise chickens to help raise their children in a wholesome way, our ads cutely and cleverly made a direct correlation between the quality of feed you choose with the quality of life you can achieve.

The Spring Chick Days campaign was so well received, it was extended into the fall, focusing on full-grown layer hens.