What started as a trade show strategy quickly transformed into a virtual, fast-paced campaign targeting attendees, partners and customers to introduce “chicken leadership” and launch a new, restaurant-focused product.
Like many companies during the pandemic, Henny Penny received word at the last minute that their most important trade show of the year was canceled. We quickly pivoted to develop a new experience to replicate what visitors would have seen at the show.
These videos became the centerpiece of the campaign, introducing chicken preparation ideas using Henny Penny equipment. Watch the video series
Each page’s responsive design included calls-to-action and contact forms integrated with the client’s marketing automation system.
The Henny Penny Chicken Guide — a signature piece of content — was repurposed as a downloadable asset.
Henny Penny had a well-defined list of recipients, so email became a main communication channel along with timed, organic social media posts.
As a personal touch point, mailers reiterated how much Henny Penny was looking forward to their face-to-face meetings.