GREELEY, COLO. – Pierce Chicken, a chicken supplier to the foodservice industry, has rolled out a new brand positioning campaign designed to emphasize the company’s focus on poultry innovation, great-tasting chicken products and a collaborative business approach that drives menu and market success for operators.

The tagline “All in Great Taste”, which is central to the brand’s communications, captures performance standards by which consumers judge foodservice establishments and the Pierce Chicken products they serve, according to the company.

“Pierce Chicken has always been known in the foodservice marketplace for best-in-class quality and innovation,” said Keith Arnold, vice president of marketing for Pierce Chicken. “We wanted to recommit our brand to its heritage of providing operators with exciting, new products that broaden chicken’s consumer appeal, while still delivering delicious classic chicken favorites. Chicken has become more essential than ever to successful menus. With a total chicken focus, Pierce Chicken is dedicated to being the foodservice industry’s essential partner for chicken that’s all in great taste.”

As a result of the new campaign, the company has revamped its Website — — to provide a supportive, comprehensive web experience for customers. The site features powerful search functionality allowing operators to easily locate relevant, segment-specific product data, as well as helpful business calculators. Also featured on the site is “Chickenopolis,” an interactive animated environment that helps operators explore product offerings that fit their menus.

Pierce Chicken produces Wing Dings and Wing-Zings. Pierce Chicken is a Pilgrim’s Pride brand and a division of JBS USA.