BIG CITY CHICKS
emerged from the Dmytruk team’s desire to give the market and consumers a new product — as tasty as Kabanosy, but more affordable. They took chicken as the recipe basis, somewhat reduced the drying process, and got more product from less raw material. This is how the already familiar delicious meat snacks made their way from the sub-premium category to the consumer masses.
BIRTH OF CHICKENZZZ
was preceded by careful strategic work. DOZEN immersed itself into the category again, chose its consumers, developed positioning, and tried some territories in which it was looking for the brand name. Chicken Kabanosy are perfect for anything and for any time: parties with friends, home cinema, a school lunch, or tourist breakfast.
FAST MEAT NAMED
Chickenzzz, an ambitious name we came up with not only to name the brand but also to start the chicken snack category. Everyone seems to be accustomed to the fast food chicken menu. Even little kids know who chicken is. We mixed the Cyrillic alphabet with the Latin one and the chicken with zzz and got a fun name, as well as a logo with a dashing crest and chatty beak.
CHICKEN IS A BIRD,
the shelf is abroad. This is exactly what you feel when you look at the new Chickenzzz packaging among the overly serious Kabanosy brothers. Chick, a funny mascot emoji chicken, winks at the customer not only with its right eye but also with bright cheerful colors: green from Classic and red from Paprika.
ON THE OTHER SIDE
of the packaging, chickens live an equally busy life: now they sat down for the road, now they left numerous marks. We would like Chicks to come to every home and feed well both kids and the “inner kids” of all adults. As the saying runs, not by football and beer alone.
OUR BRAND AMBASSADOR
survives no matter what. Little Chick is not only able to breathe the colors of life into a dull city shop but also looks like a true party queen in any shop: whoa, whoa, hot! Remarkable and self-confident. But at the same time, it is friendly, simple, and accessible, as opposed to some cold distant Hollywood star.
STAR CHICKEN HOUSE FOR POSM
will certainly make meat lovers smile. Because chicken brains are completely compensated for by all shades. Chicks will live in stickers, show boxes, and any advertising media.
CHIKENZZZ
are already opening the doors of Ukrainian retail chains. They can be found at gas stations and in convenience stores. If you come across our Chicks somewhere in the city streets, grab them quickly, because these chickens go off like hotcakes, so be sure to get a hold of them.
Case photos Oksana Tumeniuk-Malashenko
