The Dutch poultry sector wanted European consumers to think differently about poultry meat - not as a commodity, but as something with real quality and origin behind it. What came out of it was a two-year, EU-funded campaign called ‘Enjoy it’s from Europe’.
My part covered the photography and video - on farm and in the kitchen - and the design work that carried it through: digital design for the campaign’s own materials and social media, and the print side too, including the fact sheets and other printed collateral.
Poultry meat is easy to think of as interchangeable - one chicken breast much like another, wherever it comes from. The sector needed to make the case for a European product specifically, on quality and origin, without the campaign reading as an advert for one company.
It also had to work across a genuinely broad audience - some materials aimed at consumers deciding what to buy, others answering specific concerns directly, like animal welfare and how the meat is actually produced.
My part was the photography and video - shot on poultry farms and in a styled kitchen setting - building the imagery the rest of the campaign drew on: live birds on the farm floor, the barn itself, and the finished product plated for a table. That photography then carried through into the design work I did too, both digital - the campaign's social media and online materials - and print, including the fact sheets and other printed collateral.
The wider two-year campaign also ran public events built around the same imagery and message - a halal chicken barbecue held with a local community centre and food bank among them.
Over its two years, the campaign gave European poultry meat more visibility and put the sector more firmly in front of consumers - the outcome the campaign itself reports.
