The ChookTracker™ campaign was a world-first webcam/GPS experience designed to prove that Sunny Queen free range hens are genuinely free range.
It was a fully integrated campaign that stretched across digital, print and outdoor media.
This revolutionary campaign centred on a real Sunny Queen free range hen named Dotty which was fitted with a GPS tracker. The actual data, obtained from the hen’s ranging, featured in the creative.
An ‘Eggumentary’ video telling Dotty’s story was housed on the Sunny Queen microsite. QR codes on print, outdoor and Sunny Queen Free Range Egg cartons directed consumers to the ‘Eggumentary.’
Outdoor was used outside of supermarkets. Sound activated Shop-A-Lites emitted the sound of chooks clucking when people walked by.
ChookTracker™ was a huge success. During the campaign Sunny Queen’s national market share grew by 16%.
Dotty continues to roam freely on her farm just outside of Pittsworth, Queensland.
