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Success doesn’t mean security

THE advertising industry suffered another blow this week with major advertiser Chicken Treat opting to utilise its in-house resources for future advertising campaigns.

The surprise move has come hot on the heels of the Chicken Twists television commercial – the most successful advertising campaign ever developed for the local fast food operator.

Still smarting from the loss of the Burswood Resort international business, those at Marketforce must be scratching their heads at this latest bit of bad news.

Marketforce group managing director John Driscoll said the animated twisting chicken developed by Natalie Fryer and Levi Slavin was scheduled to run for five weeks. The advertisement was pulled after just a fortnight, however, not due to any adverse reaction, but because all the product was sold out.

“It’s back on air now and they’ve re-ordered more product. It’s a great little commercial with great production values and it’s different for the category,” Mr Driscoll said.

The absence of any product shots in the chicken twists commercial immediately differentiates it from other fast food advertising.

The comic value of the dancing chicken creates interest and, in partnership with a good product, it has led to great sales, Mr Driscoll said.

“It’s got a good message, but it’s over to the product to sell

itself … you’ve got to get repeat sales,” he said.

Chicken Treat general manager sales and marketing Kevin Leavy said that, although Chicken Treat was very happy with a full service agency structure, it was essential it continued to look at the way the business operated and the level of advertising.

“With the strategic knowledge in-house we believe we would rather unbundle the whole thing and work with independent suppliers,’ Mr Leavy said.

Marketforce picked up the Chicken Treat account about three years ago following the acquisition of Intoto Advertising in 1998.

It’s understood Chi-cken Treat will appoint another person to join the team to handle the new workload.

Chicken Treat has previously handled the strategic part of the business with Marketforce looking after the creative work and media buy.

Mr Leavy said that, in fairness to the agency, Marketforce would continue to handle Chicken Treat’s media until September 1.

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