The Challenge

As Perdue Farms launched its No Antibiotics Ever chicken, the marketing team wasn’t prepared to answer difficult animal welfare questions or explain the years of research to journalists and curious consumers.

The Action

Quickly refocus positioning to translate historically ag-focused language into consumer-friendly core messages responding to common antibiotics and animal care concerns. Pivot from the initial announcement with a proactive storymining process targeting national journalists (some critical of agriculture) with the intent of genuine discussion and simplifying difficult concepts.

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The Results

Fast intervention seamlessly connected issues management with the ongoing product rollout marketing effort that prolonged the awareness in a positive way, including successfully taking advantage of an investigative inquiry from the “Dr. Oz Show” during sweeps week through vigorous preparation and a willingness to demonstrate transparency.

Applied Services

Strategic communications, public engagement, executive visibility and thought leadership.

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