People Love the Taste of Chicken – Can you Help This Producer Sell More?

This south eastern company is engaged in the production, processing, marketing, selling and distribution of fresh and frozen chicken and some other prepared food items. Even though they are one of the largest, you may not know their name. Much more would identify them, but for this assignment (agency of record) they are looking to • break through the clutter to attract attention and awareness • resonate with their target audiences…as understandable and believable • persuasively convey and convince their target consumers that they continue the responsible use of antibiotics as the right thing to do not only for the health and humane treatment of chickens but also to keep safe, affordable protein available for a growing population in a sustainable manner. Client indicates a budget (using our pull-downs) of $10MM – $25MM.