Where is the chicken industry’s Luke Bryan?

A creative campaign from the National Pork Board showcases country music superstar’s Luke Bryan’s upbringing on a Georgia farm to dispel common misperceptions about the pork industry. Why isn’t the chicken industry doing the same?

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Country music superstar Luke Bryan partnered with the National Pork Board to dispel misconceptions about the pork industry. (National Pork Board)
Country music superstar Luke Bryan partnered with the National Pork Board to dispel misconceptions about the pork industry. (National Pork Board)

A creative campaign from the National Pork Board showcases country music superstar’s Luke Bryan’s upbringing on a Georgia farm to dispel common misperceptions about the pork industry. Why isn’t the chicken industry doing the same?

As a part of the partnership, Bryan participated in a series of ads for the organization. The videos discussed many issues that also impact the chicken industry – welfare, sustainability, animal health and more. 

“Pig farmers are dedicated to people, pigs and the planet, and that means contributing to local communities, making sure their animals are well cared for and focusing on the environment for the next generation," Bryan said.  "Farmers are the backbone of this country.”

The campaign is supported by national, regional, local and trade media outreach and digital advertising.

The partnership is a fantastic idea. Celebrity endorsements are a great way to build credibility and expose a product to new markets. Bryan has 6.4 million followers on Instagram and 9.3 million followers on Twitter, so his messaging has the potential to reach and educate consumers globally.

Who can the chicken industry partner with? Personally, my vote is for Shaq. He’s a great entertainer, everyone knows his name and he's already involved with the industry through his ownership of the rapidly expanding foodservice brand, Big Chicken. 

What are other creative ways to promote chicken?

Do you work with a retail, foodservice, direct-to-consumer or producer/integrator who did a fantastic job of promoting chicken consumption in 2022? 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 — in keeping chicken as the protein on the center of the plate.

The deadline to nominate a company or organization for Chicken Marketer of the Year is May 1. 

To submit your free nomination, visit https://www.wattglobalmedia.com/chickenmarketingsummit/chicken-marketer-of-the-year

Attend the 2023 Chicken Marketing Summit

The 2023 Chicken Marketing Summit will be held at Hotel Effie Sandestin in Miramar Beach, Florida on Monday, July 31 – Wednesday, August 2, 2023. Serving a unique cross section of the chicken supply chain, Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.

Submit your free nomination for Chicken Marketer of the Year.

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

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