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

Searchlight Capital buys M&M Meat Shops

Private equity firm gets into frozen foods

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement