Texas Chicken advert snags new print award
Advertising agency Rainger and Rolfe’s campaign for fast-food chain Texas Chicken has won Stuff’s inaugural print advertising competition, The Paper Planes.
The competition, which celebrated print advertising, awarded Rainger and Rolfe $500,000 worth of advertising across Stuff’s 56 print titles, for its ‘‘seriously spicy’’ campaign that featured a chicken drumstick-shaped hole burnt through layers of newspaper.
The Auckland-based agency’s Texas Chicken campaign caught the eye of advertising legend Sir John Hegarty who judged the competition.
Hegarty said the advertisement was chosen for its simplicity and impact. ‘‘While the proposition is simple – hot – it has been executed with a singular clarity and wit.
‘‘The lesson here is, say one thing and make it compelling,’’ Hegarty said.
In its submission, Rainger and
Rolfe explained why newspapers were the preferred medium for the campaign.
‘‘It is a clever ad talking to clever people, road warriors who eat and work on the go, they probably see cafes, petrol stations as their office – the newspaper is a key part of their daily mindfulness to keep up to date and in the know.’’
Stuff commercial advertising director Josh Borthwick was also part of the judging panel for the competition and said the Texas Chicken campaign was ‘‘a memorable, high-impact execution that provides a humorous glimpse into the nature of a newspaper’’.
‘‘Two-thirds of Kiwis read a newspaper every week so smart marketers simply can’t afford to miss out on that kind of reach.
‘‘The campaigns submitted really demonstrate just how creative you can be with the print medium to capture attention and focus,’’ Borthwick said.