HKScan - hands full of chicken

In Sweden, HKScan is trying to achieve some market share for its fresh Danish chicken products.  Apparently, there has been no great success yet.  Competition is intense.  Advertising agency’s page tells this:

“The challenge was to develop a packaging concept that was strong enough to compete with Kronfågel and Guldfågel (the leading chicken brands in Sweden).”

And there is a big problem (the origin of course), which the agency has to solve.  This is their solution:

“We decided to position the brand on the basis of "great taste". This was possible because consumers primarily associate Kronfågel and Guldfågeln with just "Swedish" and this is also the focus of their packaging design.”

In Finland, while planning large investments on poultry production, HKScan has been trying to promote its new chicken nuggets by these short videos.  Please watch the winner, the first on the list with 2071 votes.  Without the foam extinguisher episode it would be fine, almost like from any Kaurismäki film.  The product itself has been a success, the Annual Report 2014 tells.

In Estonia, demand for poultry products increases steadily and unlike in Sweden, HKScan has the advantage that it uses only domestic chicken meat.  A huge additional advantage is of course the fact that all the rivals are reliant on imports.

We will look at HKScan again later but on Friday, April 10^th we are going to look at Atria’s businesses.  The Radioactive Chicken Heads!

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