UNAITALIA
Roast Chicken Day
UNAITALIA
Roast Chicken Day
A social marathon overwhelming the media agenda
How to create goodwill in a critical context? By solving a never-ending pop dilemma: chicken breast or thigh? We told and celebrated Italians’ passion for roast chicken in a “pop” and light way, by leveraging on an engaging topic for roast chicken lovers.
Challenge
Roast chicken is Italians’ second most loved meal: 40 million people eat it at least once a month. It reminds of grandma’s recipes, family lunches, traditional delis, and it is a growing protagonist of gourmet cuisine.
The challenge: talking about this passion in the context of the growing debate about meat and animal proteins.
Actions
October 2: it’s roast chicken day! Unaitalia – the association of chicken producers - launches the #pettocoscia (#breastthigh) social marathon by creatively engaging stakeholders and influencers. 2 Michelin starred chefs, 7 top influencers and 50 food influencers challenged each other on social media all day long – “breast team” vs. “thigh team” – involving hundreds of passionate users. The event was preceded by a teaser posted on social media and a #pettocoscia gift box by chef Roy Caceres sent to 50 selected journalists and food bloggers.
Awards
Superior Archievement for Media Relation & Stakeholder Engagement
Gold Media Relation & Stakeholder Engagement category
