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

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support the recently-introduced line

Rexall launches ‘Shot for Shot’ program for kids in need

Program will help vaccinate children in northern Uganda

Twitter booth and a VIP Mom keep the buzz going for Target

Retailer gives consumers a behind-the-scenes look during Fashion Week

Tesla’s chief driver of success: masculinity (Column)

Markus Giesler on how-to better understand Tesla's value as a masculinity symbol

Coke replaces CMO as soda sales remain flat

Company vows to continue to work to improve the quality of its marketing

The YouTubers CMOs need to meet

Four made-in-Canada YouTube channels brands should become acquainted with

Frank & Oak launches first mass campaign

Menswear etailer introduces the tagline: "For the Journey Ahead"