Pilgrim's Pride Corporation, a leading chicken producer in the United States and worldwide, has named Gravity as its agency-of-record. The agency will primarily be tasked with brand strategies, creative development, media planning and buying, digital content, and website development for Pilgrim's growing, dynamic portfolio of consumer brands that includes Just BARE, Gold'n Plump, and Pilgrim's.
Pilgrim's has long been a business‐to‐business wholesale product supplier to a wide range of grocery chains, quick service restaurants, club stores, and food service companies. The company is now expanding its focus to include consumer consumption and shopper need states to deliver relevant branded products to consumers across the U.S.
"As we seek to transform our brands from strong local players to regional and national favorites, we need a flexible, experienced and full‐service agency partner that can help us expand our target audience and achieve our objectives," stated Laston Charriez, Pilgrim's head of marketing.
"We are literally hungry for this opportunity, and are very excited to help Pilgrim's grow its brands and expand its consumer audience," stated Robert Douglas, Gravity's EVP. "Leading advertising efforts for an already proven company, in a marketplace filled with consumers seeking chicken products that fit their lifestyles, is a privilege and challenge that we take seriously."
According to data released by Rabobank, a research firm specializing in food and agriculture, per‐capita meat consumption in the U.S. in 2016 rose at a higher rate than any other year over the past four decades. An increase in chicken consumption is largely driving this boom. Additionally, research conducted by Gravity revealed that more consumers are shifting to higher quality, super premium natural, and organic chicken products at a rapid pace. "The Just BARE natural and organic lines are poised to answer that demand," added Charriez.