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Webinar: How to build your chicken brand during a pandemic

Online - On-Demand Webinar

CMS Webinar Series logoWatch on-demand now to learn how to adapt and succeed as a chicken brand during the “new normal” caused by COVID-19.

With the advent of the COVID-19 global pandemic in early 2020, the world changed almost overnight. From a grocery consumer perspective, new habits formed in the vast majority of households more than at any other time in history. Other macro factors created unforeseen opportunities, with increased home media and product consumption at the same time as media costs fell dramatically. Richard Fielding, principal, Media Center of Excellence at IRI, will address how you can continue to support and build your chicken brand in this “new normal” Zoetis sponsor logoenvironment by exploring new opportunities to invest in media and connect with consumers. Learn how to modify messaging strategies and leverage media measurement to understand success and adapt for the future.


  1. How to adapt and succeed as a chicken brand during the “new normal” caused by COVID-19.
  2. How to best connect with consumers during the COVID-19 pandemic.
  3. How to measure success in media campaigns and know when you need to pivot.

This webinar is part one of the seven-part 2020 Chicken Marketing Summit Webinar Series. Where poultry sales and marketing professionals come to learn about the latest consumer trends, marketing techniques and what to expect next in the ongoing competition for the center of the plate.

This webinar is proudly sponsored by Zoetis and presented by WATTAgNet and WATT Global Media.


Speaker Info:

Richard Fielding headshotRichard Fielding, principal, Media Center of Excellence at IRI

Richard Fielding leads the Protein and Dairy vertical within the Media Center of Excellence at IRI. His career has included senior roles at the Epsilon Agency, Kantar Media, TNS/AGB, AC Nielsen and Starcom MediaVest Group in the UK, Asia and the U.S. He is a highly accomplished media executive with a significant track record applying data and analytics solutions across advertiser, media owner and agency verticals. Richard has domain expertise in Digital Media Research, Integrated Communications Planning and Analytics. He holds an MBA from Sheffield University (UK) and a Bachelor’s Degree from Manchester University (UK). Richard is based in Chicago.