3 Chicken Marketing Campaigns That Won Consumers Over in 2021


Marketing campaigns play a vital role in the fight to keep chicken as a protein at the center of the plate. That’s why the all-new Chicken Distributor of the Year award recognizes the fantastic work of retail and foodservice partners to promote the consumption of chicken.

Good marketing captures the consumer’s attention, helping them realize the benefits of a certain product. In recognition of this fact, I thought I’d share three chicken ad campaigns that caught my eye (and made me hungry) in 2021.

1. Jollibee calls on the avocado from the chicken sandwich

Jollibee’s “Chris P. Poultry” ad campaign is a favorite of my colleague, Roy Graber.

“We’ve all seen those ads with the pompous lawyer, who assures viewers that if they’ve done wrong, he can fix it. Jollibee ads do a great job of ridiculing these kinds of ads,” he wrote in a blog post last year.

The Advocate can also be found on Twitter, where the Chicken Sandwich Advocate provides advice to consumers who have been “harmed by a ‘poultry’ chicken sandwich” in the form of a coupon for the brand’s Chickenwich.

2. Tyson Foods highlights the versatility of chicken

Chicken is one of the most versatile proteins on the planet. It is one of the few meats that can be eaten on the go or as part of a fancy occasion, seated occasion or holiday meal. This Tyson Foods ad highlights that there is “More to Love” when it comes to their chicken.

3. KFC throws shade at chicken competitors

“Chicken Business” promotes the new Kentucky Fried Chicken Sandwich, while casting a shadow over how many quick-service restaurant competitors have tried to capitalize on the success of the Chicken Sandwich Wars.

KFC’s marketing campaign also included strategically placed billboards with direct messages that “We make the chicken sandwiches here.”

Making fun of competitors is a timeless marketing strategy. After all, we probably never would have had the chicken sandwich wars if not for the viral feud between rival brands Chick-fil-A and Popeyes Louisiana Kitchen.

What do you think?

Do you work with a retail or restaurant partner that has done a fantastic job promoting chicken consumption in 2021? Nominate them for the Chicken Marketer of the Year award! This award recognizes excellence in marketing and public relations campaigns – whether print, digital, video, audio or integrated across multiple channels – keeping chicken as a protein at the center of the plate.

The deadline to nominate a business or organization for Chicken Marketer of the Year is May 1. To submit your free entry, visit https://www.wattglobalmedia.com/chickenmarketingsummit/chicken-marketer-of-the-year.

Attend the 2022 Chicken Marketing Summit

The 2022 Chicken Marketing Summit will be held at Chateau Elan in Braselton, GA from July 25-27. Serving a unique cross-section of the chicken supply chain, the Chicken Marketing Summit explores food marketing issues and trends, as well as chicken consumption patterns and purchasing behavior.

NEW FOR 2022: Submit your free nomination for Chicken Distributor of the Year.

For more information and to attend, visit: www.wattglobalmedia.com/chickenmarketingsummit/.


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