When the chicken giant can't chicken out...

This beginning is easy! – Valdor (unreleased)

As a result of the polycrisis, one of Hungary's most well-known chicken producers had to pivot from fresh meat to their ever growing breaded-chicken ("panír") products.

First we consulted on the product development, then came the big challenge:

Can Valdor let go of safely marketing their products to moms, and embrace a much more untapped route of reaching the generation coming-of-age with a relevant message?

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Problem:

The breaded-chicken product line are already well-established, so Valdor is taking some risks with introducing innovative products to the Hungarian market.

But as the brand to let its previous "expert in chicken" positioning go because of the challenges posed by the polycrisis, its marketing to moms became too clichè and too overused to make a real dent in the ever-more price conscious market.

The brand had to take a leap, and not chicken out this time.

Idea:

Moms usually buy the products for their kids, teenagers. What if we addressed them directly?

And that's where we found our consumer insight:

Growing up offers a desired experience of freedom and independence, while at the same time it is full of insecurity and anxiety, so I am secretly grateful for anything that helps me become more experienced and confident and experience success.

And how is it relevant for the brand?

Valdor not only motivates and triggers progress in growing up in the field of gastronomy with its delicious flavours, quality, variety and practical, exciting solutions, but also with its supportive light-heartedness.

The process

This served as the heart of our repositioning process. Using our tried-and-tested Brand Flow model (one I helped define and refine at the agency), we defined the brand opportunity, attributes, values, personality, aspirational target audience, their truths, tensions and insights, brand relevance, functional, emotional and social benefits, RTBs, brand role, brand essence and OBP.

The brand's role was clear: to start the coming-of-age from nutrition to gastronomy.

And the brand essence also reflected this along with the products' attributes: low effort, guaranteed big leap.

Ownable Brand Proposition

We also created an OBP for the brand, a statement that's ownable by the brand, differenciates it enough and serves as an inspiring statement for creative development.

EVERY BEGINNING IS DIFFICULT. AS THE SAYING GOES.

Yeah, we know... We've heard it a million times. The first exam, the first cheque to pay, the first tax return, the first move in, the first job. The first everything is hard.

The same is true for taking the independent steps from eating to eating. It's also a start, and it can be hard or easy.

With Valdor, it's an easy start because you're guaranteed to take a big step with little effort. So you are guaranteed a sense of achievement.

This beginning's easy.

Results

The campaign's development will take place in 2025 with a launch in late-2025 or early 2026.