Chicken Farmers of Canada struts new labelling program

New labels aim to feed consumer appetite for homegrown chicken

Chicken Farmers of Canada is launching a labelling program to promote homegrown chicken and supporting it with digital and traditional media.

The “Raised by a Canadian Farmer” label tells consumers the chicken they buy is raised in Canada and meets the highest standards in nutrients, food safety and animal care.

Research found that 85% of consumers feel it’s important that their chicken is raised in Canada. “Farmers have a tremendous amount of trust by consumers and it’s important that their chicken is Canadian and not imported,” said Lisa Bishop-Spencer, manager of communications at Chicken Farmers of Canada in Ottawa. “More importantly, they trust that [statement] more coming from a farmer than from a retailer, processor or manufacturer.”

For now, the label is available only for fresh raw chicken at grocery retailers, but the program will be expanded.

The “Raised by a Canadian Farmer” program is being promoted through digital and traditional media. With Rogers Media as the media partner, print ads will run in Chatelaine, while a 30-second ad and in-show promotions will run on Cityline. Chicken Farmers of Canada also partnered with Cityline on a $5,000 backyard makeover contest. In Quebec, ads and in-show promotions will run on the TVA network.

Chicken Farmers of Canada is also promoting the program through its social media channels and will host a Twitter party on June 25.

Brands Articles

RBC uses customer home videos for ‘Someday’

15,000 submissions for financial institution's contest and content drive

Bendgate: 5 things Apple will do next

Markus Giesler guesses at Apple's next iPhone play

Holt Renfrew readies menswear-only store in Toronto

Luxury store wants to grow retail footprint by 40%

Kraft Hockeyville competition expands to U.S.

Tentpole sponsorship expands south of the border with media/in-store campaign

Toys R Us celebrates 30 years in Canada with ‘Oath’

An anniversary message from Toronto creative shop Open

Canadian Tire’s new CEO talks online shopping

Michael Medline chats with CB about digital technology's role in customer service

Millennials are looking for brands to trust: Havas

Nearly half of surveyed millennials consider brands "essential" to their life

Three big obstacles to success for the BlackBerry Passport

Peter Nowak says differentiation is a smart play, but brings its own challenges