Project Description
We embraced women’s daily struggles to find an insightful and humorous way to market the Chicken Licken® SoulSister® range of meals for the first time. Inspired by the name of the SoulSister® meals, the team wondered what would happen if we had backup singers in real life who could back a sister up.
Our executions were targeted at female listeners on the fastest growing music platform in SA: Spotify. We identified the most listened to playlists on the platform and wrote and recorded unique songs to give those listeners some much needed backup. Styled on The Supremes, always sassy and soulful, our trio popped up in a variety of playlists sharing some support, celebration or encouragement.
Because our concept was based on soul singers, we had to make sure the songs were authentic.
We worked with Adam Howard of Howard Audio, a classically trained composer and musician, to create our unique soul songs.
