Chicken with Attitude nail art, two hands against denim and a yellow cardigan.

A BRAND WITH
A VOICE OF
ITS OWN.

Chicken is one of the blandest categories in the Irish chiller. Chicken with Attitude is the one that talks back.

CLIENTChicken with Attitude, Vista Foods

SERVICESBrand
Tone of Voice
Photography
Social
Experiential

STATUSOngoing

THE CHALLENGE

Nobody has a favourite chicken brand. People buy chicken, cook it, and never think about who made it. In the freezer aisle it is mostly plain, in a handful of shapes, bought for a sandwich.

Chicken with Attitude is already the opposite of that on the inside. The job was to get people to know it, like it and remember it. In a category where nobody remembers anything.

THE APPROACH

The product was already right. Southern, hot and spicy. Tenders, bites, dippers, popcorn. What it didn’t have was anyone talking about it.

You don’t get remembered by turning up once. You get remembered by turning up again and again with something worth repeating. So the work is built that way: a run of small things across the year, not one big push.

First we wrote the rules down. How the brand talks, how it looks, how its videos are cut. One short document, so anything anyone makes comes out as the same brand. A brand you recognise before you read the name is a brand you can remember.

Then we moved the money. Less of it on pushing posts at people who scroll past. More of it on making things people send to each other.

And we changed the pictures. Most chicken photography shows a full plate from far away. Ours gets close enough to see the coating crack. Less packet, more food.

One rule before anything goes out. If it could belong to any other chicken brand, it isn’t ours.

THE RESULTS

Fame is not one big moment. It is a lot of small ones, close enough together that people start to expect you. So the year is planned as a run of them, each one built to be worth talking about on its own.

The air fryer day at UCD was one. We put an air fryer on a table, and whoever kept a hand on it longest took it home.

39 students answered a survey at the stand. They gave it 8.4 out of 10. More than half had never heard of the brand before that day, and they were the ones who liked it most. The word they used most was fun.

That is 39 answers on one afternoon, so it is a good sign rather than proof. What it tells us is that the format works, which matters more than the day did. There is another one after it, and another after that.