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
