Colombian chicken company Avidesa Mac Pollo S.A. has won the International Poultry Council’s Branded Marketing Award for 2012 for its ongoing advertising and promotional campaign.

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Robin Horel, executive director of the Canadian Poultry and Egg Processors Council, who chairs the International Poultry Council's marketing award competition, said that what swayed the judges was the behind-the-scenes work that Avidesa Mac Pollo put into its campaign. “The judges were impressed with Avidesa’s investment in improving its distribution, cold chain and delivery, as well as the company’s own network of small stores," said Horel. "The company also invested in improving product quality, HACCP, traceability and new product lines, such as its pre-cooked ground chicken, as well as in third-party research to gauge the success of the campaign.”