COVID-19 changed consumer behavior overnight, making it more important than ever for chicken brands to explore new approaches to connect with their customers.

“Consumer patterns are changing like never before and this provides both challenges to supply chains and enormous opportunity to connect with an influx of new buyers to their brands,” said Richard Fielding, principal, Media Center of Excellence at IRI. “The time to act is now, nimble and creative marketing and communication strategies will reap significant rewards and also medium to longer term growth.”

Fielding will address key strategies to adapt and succeed during the “new normal” caused by COVID-19 during How to Build your chicken brand during a pandemic, scheduled for Wednesday, May 13 at 10:00 a.m. CDT. Free registration for the webinar is now open.

This presentation is the first in the Chicken Marketing Summit series of seven webinars, proudly sponsored by Zoetis.

Understand the current state of affairs

Shelter in place orders have drastically altered consumer behaviors, from increased in-home consumption of meals to greater reliance on digital media such as streaming services, gaming and social media.

“During this pandemic we have seen new habits being formed and changed at a scale never seen before. Digital media costs are down 40% at a time where media consumption is increasing significantly and lastly past research shows that advertisers who maintained or increased their advertising during previous recessions gained share for years after the recession passed,” Fielding explained.


Get the basics right

Don’t let empty retail shelves make consumers purchase a competitors product. During COVID-19, chicken purchasers have shown a willingness to try new brands when assortments are limited.

“Review your messaging to ensure it is still relevant to the current needs of the consumer and don’t overlook your loyal consumers or past buyers to reassure and remind them of your product,” Fielding added.

Maximize your media investment

Chicken marketers should monitor and track key purchasing trends in the industry to make sure they are getting the biggest bang for their buck.

“Ensure you take into account recent buying trends to ensure relevant reach new, at-risk and lapsed buyers. Use actual purchase data to ensure you are adapting and optimizing targeting, creative and other components of each campaign to changing trends,” Fielding said.

View our continuing coverage of the coronavirus/COVID-19 pandemic.

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