Perdue launches national advertising campaign
June 27, 2011
by Meat&Poultry Staff
SALISBURY, Md. – Perdue Farms Inc. has launched a series of documentary-style TV spots to unveil its first national campaign, We Believe in a Better Chicken. The advertisements take viewers behind-the-scenes at Perdue Farms, introduce passionate associates and reveal the company's new USDA Process Verified Seal.
The company said the campaign is grounded in the real people and places behind the Perdue brand and the commitment to delivering the best possible poultry product for consumers. To emphasize that commitment, the campaign highlights Perdue becoming the first poultry company to receive the USDA Process Verified Seal, which verifies that Perdue Fresh, All Natural Chicken products have been raised without cages, fed an all-vegetarian diet with no animal by-products and on selected items, has their signature tenderness guarantee.
"We know that today's consumers are interested in learning more about the food they eat. They want to know how the chicken was raised and what it was fed," said Jim Perdue, chairman of Perdue Farms. "At Perdue, 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 – We Believe in a Better Chicken has become a philosophy and promise that extends across the brand.”
Perdue has a rich history in television advertising spanning the last 40 years, Frank Perdue is credited as being one of the first CEO's to use his own persona – "It takes a tough man to make a tender chicken" – to articulate a message. The series of new spots includes more than 10 Perdue associates ranging from current Chairman, Jim Perdue, to the senior vice president of food safety & quality, director of poultry nutrition and members of a farm family that raises Perdue chickens.
The We Believe in a Better Chicken campaign advertising was created by Deutsch New York, a Lowe & Partners Company. In addition to national TV, the campaign will be supported by digital, print, social media and retail extensions.