Chicken Farmers of Canada

We took chicken from default to delightful—building a brand campaign that made every mealtime a cultural celebration.

Chicken Farmers of Canada: The Great Routine Rebellion

Client Category
Food & Beverage · CPG · National Marketing Board

Services Provided
Brand Strategy · Campaign Creative · TV & Video · Digital Content · Social Media · Influencer Strategy · Website Experience · Media Strategy · OOH & Transit

Business Challenge

Canadian families were stuck in a culinary loop.

Despite consuming 35.8 kg of chicken per person each year, most households were cooking the same three or four recipes over and over again. The most versatile protein in the world had become the most predictable ingredient in the kitchen.

This wasn’t a consumption challenge.
It was an inspiration crisis.

Chicken Farmers of Canada needed to transform chicken from a routine default into a culinary passport — unlocking global flavours, creativity, and excitement for families across the country.

Strategic Insight

Families weren’t lacking appetite for new flavours.
They were drowning in choice.

Behind every “same chicken again?” was a quiet wish for adventure — but without the time, confidence, or guidance to break their routine.

Our breakthrough:

The opportunity wasn’t to sell more chicken.
It was to unlock the world already sitting in their fridges.

Chicken wasn’t the problem.
Chicken was the platform.

Creative Solution

We launched a national platform that made chicken the easiest way for families to travel the world without leaving the dinner table:

“Let Your Taste Buds Travel the World.”

Chicken became the constant, culture became the variable, and mealtime became a passport.

Cinematic Transformation Theatre

• Bilingual TV + digital spots
• Mesmerizing top-down sequences
• Plain chicken transforming into Thai satay, Mexican tacos, Indian curry
• Showcased cultural exploration as effortless and exciting

Digital Discovery Architecture

• 6-second Instagram, Facebook, and YouTube teasers
• Drove families to Chicken.ca’s recipe explorer hub
• Designed for guided, low-effort global exploration

Visual Wanderlust Creation

• OOH + transit featuring vibrant international dishes
• Made routine dinners look tragically boring by comparison

Mobile Adventure Engine

• Interactive recipe suggestions based on preferences + seasonality
• Removed decision paralysis and sparked spontaneous exploration

Cultural Ambassador Network

• Partnerships with diverse food bloggers and chefs
• Authentic global content that celebrated both tradition and invention

We didn’t sell chicken.
We sold imagination.

Results

🌍 40% surge in Chicken.ca recipe hub visits
📂 25% lift in recipe saves + shares — families embraced global exploration
💡 15% improvement in versatility perception — broke the commodity mindset
🗞️ Earned regional media coverage — positioned Chicken Farmers as culinary leaders

Chicken didn’t get more interesting.
Families did.

Category Takeaway

When your product has become routine, the solution isn’t fighting for share of stomach —
it’s fighting for share of imagination.

Chicken Farmers of Canada reclaimed cultural leadership by transforming dinnertime from predictable necessity into global possibility.

That’s how chicken became the King of Culinary Adventure.

And that’s how routine becomes remarkable.