THE NEW HATCHCARE
Introductory Campaign HatchTech Incubation Technologies
Branding. Campaign. Concept. Copy.
The HatchCare is the flagship of HatchTech Incubation Technologies. If you are about to introduce the updated version that is even better and more innovative, you definitely don’t let that pass by quietly. This requires a strong introductory campaign. The perfect opportunity to put JEEN’s newly created communication strategy into practice
Ambition
The new HatchCare ís ambition. The innovation symbolizes everything HatchTech Incubation Technologies stands for. Innovative, the result of a careful development process by passionate employees and unrivaled in the field of both animal welfare and business results. With the introduction, HatchTech wants to show what they stand for and how they are constantly raising the bar. For themselves, the sector and the competition.
Approach
Even before the introduction of the new HatchCare, JEEN teamed up with HatchTech to work on a renewed positioning and communication strategy. In interviews with HatchTech’s employees and customers, we got to know a company where people make the real difference. Innovation and quality were already a top priority, but to radiate even more authority and market leadership, we expanded it with personal values, co-creation and knowledge sharing.
With those principles in mind, we sank our teeth in the new HatchCare. In sessions with HatchTech’s experts, we discovered that HatchCare is much more than a product. HatchCare is a household name. HatchCare is a solution. Everyone in the industry knows that HatchCare stands for early feeding, clean water and air and unsurpassed performance. HatchCare is an established brand, you don't easily put a new name on it. So the new HatchCare is exactly that: The New HatchCare. Ultimate performance, ultimate welfare. Two themes that sometimes seem difficult to reconcile, but which go hand in hand perfectly with HatchCare.
The protagonists in this campaign are the people who were at the cradle of the new HatchCare: The people of HatchTech itself. We photographed them in their private setting and in their free time to show how the folks at HatchTech are convinced that only the very best equipment can deliver the very best performance. Even on the pitch or behind a BBQ. A surprising image, in a sector where mainly chicks and machines are portrayed. it made for an exciting build-up to the campaign, through the same faces in their work setting to the new HatchCare. A build-up led to the VIV Europe in May 2022, where the ribbon for the new HatchCare was cut amid international interest.
Sjoerd
Jochems
Maaike
Dijkhof
Margje
de Graaff
