Perdue Farms has advertised its chickens on TV for many years, but the company says its new ads are its first national campaign. The “We Believe in a Better Chicken” spots are mini documentaries take viewers behind-the-scenes at Perdue Farms, introduce passionate associates and reveal the company’s new USDA Process Verified Seal.
“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.
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 company says the new campaign continues that tradition by including real Perdue associates delivering passionate messages. The series of new spots includes more than ten 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.