Perdue has launched its first
consumer campaign for its anti-biotic free Harvestland line with the
theme, "Eat Like Your
Ancestors." I couldn't help but
think of a line from Michael Pollan's "Unhappy Meals" article, which
ran in The New York Times in 2007 -- "Don't eat anything that your great-great
grandmother wouldn't recognize as food." (Pollan, 2007)
The campaign includes a
microsite where consumers can find recipes from three time periods and six
different regions and upload their own creations. Digital and mobile ads to drive people to the
site will run on sites including Walmart's All
You magazine and magazine/brand sites owned by Hearst and Meredith
corporations. Print ads will run in All You and People magazine, and Out-of-Home will run in several select
markets. (Lukovitz, 2014)
So what do you think? Will this strategy sell more chicken?
Pollan, M. (2007, January 28) Unhappy Meals. New York Times. Magazine,
p.38
Lukovitz, K. (2014, March
3) Perdue's Harvestland in First
Consumer Campaign. mediapost.com. Retrieved
March 5, 2014, from http://www.mediapost.com/publications/article/220619/perdues-harvestland-in-first-consumer-campaign.html?edition=70457
4 comments:
I believe it will work. There is a trend that is slowly forming in the consumer world where people are more aware of where their food is coming from. Markets like Whole Foods are becoming popular because they have organic food on the shelves. With a large company such as Perdue, consumers are going to see the "anit-biotic free" written on the package and instantly become interested in the product. I personally like my meet to be freshly cut at the deli, not pre-sealed in containers. But this will open up Purdue's consumers to a more diverse meat selection.
The microsite is also an interesting idea. I don't think it is marketed for people like me, a male college student, but I believe it will drive people to the website that want to share recipes and see how they can eat different. On paper it looks like a great idea, but we will have to wait and see if the strategically placed ads in magazines will help out.
I agree with Dylan. I think people have become more into the idea of healthy eating and knowing where their food comes from. Organic products have become increasingly popular amongst consumers. But, we have to see what happens for Perdue. In my opinion, it is a smart marketing strategy, which will definitely acquire the attention of many new consumers.
I understand what Perdue is trying to do and from an advertising point of view its a good strategy to appeal to health conscious consumers. Anti-biotic free is a small step to healthy chicken. Why not go organic, GMO free feed, or steroid free?
While I agree with their campaign and what they are doing, if I try to play devils advocate, it gets interesting. Whenever I hear ancestors, I either think early 1900s off the boat immigrants (when life expectancy was really low because there were no scientific advancements, like antibiotics...) or I think way back to cave men - which makes me think about eating raw meat. Neither of those things immediately make me want to eat Perdue.
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