Waitoa and Quantum Jump’s fresh take on dinner

Designed to solve the mid-week meal dilemma, Waitoa Free Range Chicken’s new Flavour Kits have hit supermarkets, with a creative campaign created by agency Quantum Jump.

Combining free range chicken with an innovative flavour disc, a tasty Thai Green Chicken Curry or Creamy Pepper Chicken can be on the table in minutes. Drop the flavour disc into the pan with the browned chicken and add coconut milk or milk. From there, the flavour infuses.  

Ben Ward, Marketing & Category Manager at Waitoa Free Range Chicken says they gave Quantum Jump the challenge of introducing Kiwis to this fresh take on dinner.

“Given this product is a first in New Zealand, the creative not only needed to be clever and cut through, but also educate New Zealanders about the disc and how it makes dinner simple.”

Ben Goodale, CEO at Quantum Jump, says the key ingredient to the new product is Waitoa’s free range thinking.

“They’ve developed a delicious product that makes life easier for us all, so we needed to pair this with equally flavour-packed creative and demonstrate how it could help New Zealanders simplify their evenings.

“Our key insight was that Kiwis, in particularly a younger demographic, are after an easier way to do dinner. They want ‘fakeaways’ and they want them fast. We translated this into the notion of shortcutting your meal without shortcutting the taste,” Goodale added.

Focused on a younger cohort of SINKs and DINKs, Quantum Jump’s social-led campaign is supported by OOH in close proximity to supermarkets, with in-store activations at the point of sale. PR activity through PR Partners includes trade and lifestyle media, as well as content creator activations across TikTok and Instagram.

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