Marketforce to rebrand Chicken Treat
Chicken Treat is set for a major rebrand, with West Perth-based agency Marketforce appointed to the project this week.
The brand identity project will reunite the two companies: It was Marketforce that in 1999 developed the “dancing chicken” for what was meant to be a single Chicken Treat promotion.
The rebrand comes 18 months after the animated chicken, now a staple feature in the fast-food restaurant’s ads, was given a makeover by SHEDcsc. The logo and font were also refreshed at the time.
Marketforce is responsible for the rebrand and SHED continues on Chicken Treat campaign work.
Marketforce group account director Nicole Lennox Gray said the agency was thrilled to be working with the brand again.
“Chicken Treat is a fantastic WA brand that has been a part of all our lives and we’re looking forward to working with the team to reinvigorate this local icon,” she said.
Alongside the brand identity project, Chicken Treat’s new leadership team — chief executive Mimma Battista, operations manager Quinten DeGraaf, marketing manager David Harrison and senior brand manager Maree Setzinger — are making big changes to the in-store experience.
New store formats have been designed and are being rolled out. There are also menu innovations, including the new Royal Boom Boom Burgers with spicy sauce and jalapenos, calamari and prawn cocktails.
In the past two years, the agency has also rebranded two other household names, insurer HBF and the City of Perth. The project win is more good news for Marketforce, which in the past year has won several major accounts, including iiNet and Curtin University.
SHED won Chicken Treat’s creative account in April 2013 in a joint pitch with long-time account holder, Vaughan Sutherland’s EVO. Mr Sutherland stayed on as a consultant, having held the account for 20 years.
