Seaboard Farms of Athens, Inc.

Line of Business

Bottom Line

Target Audience

Grocery shoppers, primarily women age 25 - 65

Market Challenges

• Launch a new, branded product in a commodity product market
• Create perceived added value by consumers for higher-priced product
• Spur purchase of higher profit, new cuts of chicken
• Compete against higher-profile, larger producers such as Perdue

Strategies

• Use multi-faceted, multi-media approach to blanket key markets through media coverage and POP to generate trial
• Obtain product endorsements by local influencers
• Generate low-risk trial opportunities
• Work with retailers to obtain favorable case space and proper product handling

Marketing Services

• Provide agency spokesperson for client for multiple media tours, including presentations to home economists, radio and TV talk show presentations and one-on-one food editor interviews
• Develop, produce and distribute series of seasonal feature articles with recipes developed by agency and color photography distributed nationwide
  
• Conduct program of news releases addressing nutrition, food safety and poultry processing issues; aggressive response to general news stories about poultry industry issues
  
• Public relations program support through point-of-purchase materials; in-store signage; in-store product tastings; recipe book giveaways and in-pack recipes
  

Outcomes

• Successfully established Gold-n-Fresh chicken as a premiere branded line of poultry available in grocery stores
  
• Full-length feature articles in newspapers nationwide, with monthly circulation clip counts of 1.5 - 3 million
  
• Radio and TV feature show and news show coverage