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