The making of the NEW HatchCare campaign

 “It took some getting used to, seeing your own image on display at one of the main trade fairs”, Carla laughs when asked about her experience with the making of the New HatchCare campaign. Although it felt slightly uneasy, she felt proud of the result, as did her colleagues Michiel and Guido. “The campaign brought together two things that are important to me: my work at HatchTech and my passion for grilling”, adds Michiel.

The introduction campaign for the New HatchCare shows three HatchTech’ers -Michiel van Veldhuizen, Carla van der Pol and Guido van Dijk- both in their hobbies and at work. The main parallel between the two, according to the campaign, is their belief that, in order to perform at the highest level, you need the very best equipment. A belief that applies both in their leisure time and at work with HatchTech. “My job and my sport are two of the most important things in my daily life”, Guido confirms. “I think it is very important in both to be really motivated and I am pretty fanatical about that. I definitely recognised that in the campaign.”

For all three, posing for a professional photographer is not exactly an everyday activity. “It was fun to do, but that was also because I was really enthusiastic about the idea”, Michiel looks back. “In our business, we tend to focus mainly on the technical aspects, which makes it quite impersonal. Just because we work in a B2B environment, does not mean that it is not about emotions and personal beliefs. I think this campaign really makes our work much more personal and gives a positive vibe, by showing people.” Carla adds: “And not just people, but real people who really work for HatchTech. I got a lot of positive feedback on that.”

Michiel and Guido also got quite some feedback on their role in the campaign. From colleagues who notice how the story really suits their work attitude, to family and friends asking Michiel, who was photographed with his beloved BBQ, “when dinner is ready”. “Of course, there was some laughing about that, but that’s okay”, Michiel smiles. “I like a good laugh myself and, more importantly, I really believe in what the campaign stands for. I am pretty serious about grilling and I know how every aspect needs to be just right. Good quality product, the best equipment and my own performance. When all three are right, the results can be fantastic, but if one of them is suboptimal, it will affect the results immediately. That’s exactly how it works at a hatchery, one of my main motives for working at HatchTech.”

For Carla, the focus on welfare is a very distinctive parallel between horse riding and her job. “I am not a competitive rider, but I am very much aware of the performance I ask of my horse, even when just going on a leisure ride. To take care of my horse, I need the best equipment. In fact, I am constantly looking for further optimisation of the animal’s well-being. For my horse, and for the chicks hatched in the HatchCare hatcheries.” It is therefore no surprise that Carla was part of the team developing the first HatchCare and now also contributed to the New HatchCare. “It makes me really proud that we do not just sit back and enjoy it, but keep on looking for ways to make it even better. In fact, I think that is the only way to reach both ultimate performance and ultimate welfare.”