Perdueis introducing a new package design for its line of fresh chicken with an eye toward the millennial market.
The contemporary design introduces what the company describes as a “variety of playful illustrations and vibrant colors aimed to inspire and connect with the millennial demographic while staying true to the Perdue way.”
The re-design also highlights the company’s work that includes “no-antibiotics-ever, 100 percent vegetarian fed, no animal by-products raised cage-free and with no hormones or steroids.” The company did note that hormones and steroids are already banned by federal regulations.
According to the company, the refreshed packaging resonated with consumers. More than 65 percent of overall participants surveyed in a brand consumer test favored the new design and millennials preferred the updated look 200 percent more.
Companies have been looking for ways to better connect with millennials who are known to “live” on their mobile devices and are deeply suspicious of branding efforts that lack “authenticity.”
For consumer brands, reaching the younger audience can be tricky and even perilous. For example, political and social messages (a recent example being Nike)can resonate with millennials but can backfire with older, conservative consumers.
“Fifty years ago, my dad put our family name on chicken. It was more than a label, it was his personal promise of quality,” said Jim Perdue, chairman and TV brand spokesman. “Over the years, our look has changed and so have we. Perdue is continually improving everything we do, and that’s why we’re introducing new packaging for our fresh chicken.”
Consumers will begin to see the bright new packaging in stores mid-September and can expect a new look on the Perduewebsite and other digital platforms.
Perdue, which pioneered the use of branded chicken and aggressive advertising campaigns, has been acknowledging a new environment in embracing social media, as well as humane treatment of livestock and poultry. Competitors have been slower to come to the table.
One TV advertisement featuresJim Perdue and his sons strolling in fields with Jim mentioning hashtags used in sharing Twitter posts.
Perdue has also moved into upscale and organic markets with brands like Coleman and Niman Ranch. Niman, which is advertised on menus in upscale restaurants, features pork and beef raised on family farms.
Perdue is based in Salisbury, MD and has 3,000 employees in Delaware.