ChookTracker™ is a world-first webcam experience, showcasing a real-life Sunny Queen Free Range hen named Dotty. She is tracked via a specially modified GPS unit, demonstrating that Sunny Queen’s Free Range hens are genuinely free range.
A real-time ‘egg cam’ was linked to the website to showcase Dotty’s daily meanderings. The site also hosts an ‘Eggumentary’ video, with QR codes on print, outdoor and on-pack linked to the video.
Sound-activated shop-a-lites, which emitted the sound of hens clucking contentedly when people walked by, were strategically located outside supermarkets.
The fully integrated campaign encompassed digital (website, online advertising and a Free Range Recipe App developed in conjunction with Donna Hay), along with print, advertorial and outdoor.