Big blow for cheesy advertising as Unilever sells Chicken Tonight

Some cheesy advertising just happens thanks to an unfortunate coincidence of client and agency. But some brands just demand it: Unilever’s Chicken Tonight for one.

But now Unilever is selling CT and Ragu sauces to UK orphan brands specialist Symington’s for around £30m so we might not see much more of this in the US:

Or this in the UK.

The perpetrators? Think it was McCann Erickson in the UK first off followed by DDB.

Symington’s says it plans to revive Chicken Tonight and Ragu with more and better advertising and marketing. So is a return for Wrighty on the cards?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. Hi Stephen
    I think JWT launched Chicken Tonight in the UK and held the business until it moved to BMP DDB in 2001. From memory, the Ian Wright work was JWT’s last for the brand.

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