The Web site (www.pilgrims.com) is the latest phase of Pilgrim's ongoing rebranding campaign. Last fall, Pilgrim's introduced new consumer packaging on its case-ready meats as part of a nationwide plan to reposition the company's brand with consumers and customers.
Featured on the Web site are a new logo and graphics. The previous logo featuring the familiar Pilgrim hat has been replaced with a modern image of a chicken in red with "Pilgrim's" written in blue beneath the bird. The site is aimed primarily at consumers who said they wanted the site to highlight products, coupons and recipes.
The Web site also highlights updated information and photos of the company's products, including nutrition information, cooking instructions and recipe ideas for breakfast, lunch and dinner. In addition, there are updated links for investors, media, job seekers and customers.
In April, the next step in the company's rebranding campaign will introduce new packaging for Pilgrim’s core line of 13 products, ranging from breast strips and nuggets to wings and popcorn chicken.
“By spring, all Pilgrim's packaging will exhibit a fresh, consistent look across the retail meat case, with designs that highlight its new tag line - All About Great Taste - with colorful product shots and appealing graphics,” according to the company.
The retail brand re-launch will be supported by an extensive marketing campaign including new point-of-sale materials, coupons and trade promotions. A comprehensive media plan will follow as the company seeks to quickly build awareness of the new brand.
"It's an exciting time to be a part of changing history at Pilgrim's, and we have enjoyed working with our customers to evolve our brand," said Jerry Wilson, executive vice president of sales and marketing. "They can see that we are a new company with a new attitude and new lineup of innovative products that consumers want."