For this launch, we started from a simple but relatable insight: sometimes our mums send us text messages in parts. One message after another, instead of just one. It can feel a bit inconvenient when we’re busy or in the middle of something else.
That behaviour connected perfectly with the product itself – Separaditos – individually frozen chicken fillets that let you take only what you need and keep the rest for later. Just like those messages, sometimes it’s better when things come in parts.
The campaign brought this idea to life by mixing the familiar look of chat notifications with the product benefit: “Defrost only the piece you want. Save the rest.” A playful way of turning a daily frustration into a memorable product truth.
