Tegel, New Zealand's largest poultry provider, has created a new campaign to signal its transition towards free-range products. The transition, which began in 2022, aims to be completed by 2025.

To publicise this transition, Tegel has collaborated with dentsu Aotearoa to create a campaign titled 'Free Feels Good', which launched on April 21. The campaign focuses on the feeling of freedom, for both humans and animals.

"We’ve been transitioning our retail products to free range since 2022, with the goal that by 2025 Kiwis can pick up any Tegel product in the supermarket knowing they’re making a choice they can feel good about, General Manager Marketing and Communications, Angela Irwin, said.

The campaign was inspired by the observation that both chickens and humans bob their heads when they feel free. Creative Directors, Brad Stratton and Hayley Marks, said dramatising that mutual movement seemed a good way to remind people how good freedom feels.

"The free-range category skews towards rolling hills and animal welfare, but we wanted to focus on how freedom makes us feel. Living with freedom isn’t just something we want for ourselves, we want it for animals too, Group Account Director at dentsu, Nick Gallagher, said.

In addition to the main campaign, more product-focused 15-second ads will be released throughout the year. The campaign was directed by Ric Cantor and produced by Scoundrel, with post-production by ToyBox and music & licensing by Franklin Road.

Dentsu Creative is part of dentsu International's global creative network. Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists.