No pot of gold at the end of the rainbow for these chicks

The campaign, which was conceptualised by the creative team of art director Brandon Gavendor and copywriter Quentis Venter under the eye of executive creative director Mike Bond, comprises two 30-second spots.

The first commercial opens with the camera 'looking' over the fence into a Rainbow Chicken farm. It then pulls back showing the viewer the outside area and a tunnel. The camera enters the tunnel, following a number of chickens that are obviously trying to break into the farm. Just as the chickens clear the tunnel inside the fence, they shake their heads and run for the buildings, only to be stopped by a quality control officer who turfs them out

The second version again opens outside the fence. This time, a bush moves towards the wire. It is being used as camouflage. A wing protrudes from the bush and snips the wire - into a chicken shape - using wire cutters. Yet once again, the chickens' attempts to break into the Rainbow Chicken farm are foiled by the QC officer.

The campaign is a tongue-in-cheek reference to a popular movie a few years ago called 'Chicken Run' in which the birds tried as hard as they could to escape.