Source: Progressive Grocer
Buoyed by consumers’ deepening desire for transparency, Salisbury, Md.-based Perdue Farms launched a first-ever national media campaign that highlights how it raises and cares for chicken.
Dubbed, “We Believe in a Better Chicken,” the cornerstone of the multi-million dollar campaign features a series of documentary-style TV spots that give viewers a behind-the-scenes glimpses of real people and places behind the brand while also showcasing its status as the first poultry supplier to earn the USDA Process Verified Seal, which verifies that Perdue chickens have been raised without cages and fed an all-vegetarian diet with no animal byproducts.
“We know that today’s consumers are interested in learning more about the food they eat,” notes Jim Perdue, chairman of Perdue, who shares the spotlight in the ads with roughly a dozen employees, including its chief veterinarian and members of a farm family that raises Perdue chickens. Explaining that the “We Believe in a Better Chicken” tagline represents both “a philosophy and promise that extends across the brand,” Jim Perdue goes on to say that consumers “want to know how the chicken was raised and what it was fed. We are proud of associates, our practices for raising chickens and our products, and we want consumers to learn more about us. This campaign allows us to share more of the Perdue story with consumers.”
Granted, while Perdue will focus on sharing the most positive aspects of its processes and policies in the new spots, the campaign’s overall proactive, informative theme is poised to help it bolster connections with consumers as a fitting extension of its status as one of the first food companies whose top leader helped sell his own products (think Perdue’s highly popular campaign in 1970s and ’80s, which featured the late Frank Perdue declaring, “It takes a tough man to make a tender chicken.”)