What makes a chicken marketing campaign successful?

Chicken traders, remember that you are also a consumer.

That’s what Joe Conte, Vice President of Sales, Media Center of Excellence, IRI, and one of the guest speakers at the upcoming Chicken Marketing Summit 2022 told me recently.

“I think it’s important that as we dig into technology and data and work with our retail and distribution partners, we don’t forget that we are consumers too. What is the experience we want? What is the experience that we will find compelling? he explained.

“If an idea doesn’t make sense to you or you think it’s stupid or confusing, it’s also smart, innovative or cutting-edge.”

I thought he made a spectacular point. At the heart of it, marketing is all about creating a connection with consumers.

Take a moment to think about the factors you use when buying chicken.

Does your household value convenience? Whether it’s through family meals at the drive-thru or value-added meal kits or cuts of chicken at the grocery store? Do comfort foods — like chicken sandwiches or roast chicken — remind you of the meals Mom made when you were little?

Or maybe you see an opportunity to try new flavors or recreate that meal you had on a trip? (Or, if you’re like me, you’re trying to avoid two years of travel cravings with foods that taste like faraway places).

Identify a marketing message for chicken that has impact

Identifying what’s important to you — and which marketing messages have the greatest impact — will help you build better relationships with other chicken consumers for your brand.

I also encourage you to nominate the chicken marketing campaigns that you believe were most successful in promoting chicken meat consumption in 2021 for the Chicken Marketer of the Year award.

This award recognizes excellence in marketing and public relations campaigns – whether print, digital, video, audio or integrated across multiple channels – keeping chicken as a protein at the center of the plate.

Due to overwhelming interest, the deadline to nominate a business or organization for Chicken Marketing of the Year has been extended to May 13. To submit your free entry, visit https://www.wattglobalmedia.com/chickenmarketingsummit/chicken-marketer-of-the-year.

Attend the 2022 Chicken Marketing Summit

The 2022 Chicken Marketing Summit will be held at Chateau Elan in Braselton, GA from July 25-27. Serving a unique cross-section of the chicken supply chain, the Chicken Marketing Summit explores food marketing issues and trends, as well as chicken consumption patterns and purchasing behavior.

NEW FOR 2022: Submit your free nomination for Chicken Distributor of the Year.

For more information and to attend, visit: www.wattglobalmedia.com/chickenmarketingsummit/.

William L. Hart