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

H&R Block focuses on expertise in new campaign

The brand replaces its long-running "Tax Pain" platform with new creative

The Hot Plate rebrands as THP

Toronto shop looks to expand beyond its origins as a food-marketing agency

Tennis Canada serves up a new brand and national campaign

Multi-media campaign from Revolution urges Canadians to "Live the Moment"

Loblaw eyes Target locations as it more than doubles Q4 profit

Grocery and pharmacy chain earns $247 million for the 13-week period ending Jan. 3

New Smarties box encourages consumer to count calories

New packaging allows consumers to parcel out the candies into healthier portions

Buick makes a comeback as it courts younger customers

"That's not a Buick" tagline and campaign is changing the way people view the brand

Taco Bell Canada keeps rewarding the social savvy

Campaign raises awareness of the Doritos Cheesy Gordita Crunch arrival in Canada

Millennial employees aren’t really that different

Despite the stereotype, this cohort wants what their parents wanted

What effect did Canada have on Target’s bottom line?

A 4Q loss on Canada pullout, but U.S. shows sales gain