Key takeaway
A mission-led brand launch can redefine a generic category by bridging the gap between farm-to-fork transparency and consumer education.
Strategist’s Insight – Padraig Smith
Our research uncovered a disconnect, consumers had no idea how chicken was actually produced, viewing it as just another supermarket commodity.
With Sicín Sásta, our marketing strategy was to pull back the curtain. We used a distinctly Irish blend of humour and ‘grá’ (love) to educate the public on animal welfare. By making sustainability feel approachable rather than preachy. We started a conversation.
The Brief
Following 18 months of intensive market research, Carton Bros identified a fundamental lack of consumer awareness regarding poultry production. The public had become disconnected from the “life of a chicken,” leading to a demand for a brand that prioritised education and transparency.
Marketing Network Group was tasked with launching a new brand that would challenge the status quo and justify a premium position through superior welfare standards.
The Strategy
Launched in 2021, Sicín Sásta (meaning “Happy Chicken”) was developed to be more than just a name. The creative strategy was built on three core pillars: Sustainability, Irishness, and Humour.
The strategy aimed to educate a younger, socially conscious demographic through a fully integrated creative campaign:
Identity & Narrative: Leveraging the characters ‘Paddy and Fitzy’ to tell the story of slow-growing, free-roaming chickens with a cheeky, sound Irish personality.
Multi-Channel Education: Deploying a consistent message across TV, VOD, and outdoor media to explain why higher animal welfare is the right choice for the planet.
Path-to-Purchase: Reinforcing the message through high-visibility POS (Point of Sale) and influencer partnerships.
The Implementation
Marketing Network Group execution teams delivered a multi-channel activation designed to breathe life into the brand’s philosophy across every consumer touchpoint:
1. Above-the-Line (ATL) Production
Tilt did a large-scale production across TV and VOD, focusing on high-quality visual storytelling. The creative highlighted the “slow-growing” nature of the breed and the wildflower-planted fields, making the farm-to-fork journey visible to the urban consumer.
2. Digital & Social Content
The campaign utilised a digital-first content loop. By partnering with influencers and creating engaging social assets, we translated complex animal welfare credentials into digestible, entertaining snippets.
Result: Achieved over 14 million social impressions.
3. PR & Media Relations
To build institutional trust, a media relations strategy was implemented.
This focused on the why behind the brand, sustainability and societal impact, positioning Sicín Sásta as an ethical leader in the Irish chicken market.
The Results
Massive Brand Exposure: The PR campaign alone achieved a reach of 20 million, ensuring the brand was a central part of national food conversations.
Digital Dominance: Over 14 million social impressions during the launch phase, driving high levels of brand recall.
Industry Recognition: Winner of the prestigious Brand Marketing Team of the Year at the National Grocery Management Awards and recognised at the ECR Ireland Shopper Awards for excellence in consumer insight and innovation.
