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Chicken as it should be
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Campaign promotes 'Chicken as it should be'
Thursday 17 May 2007
'Chicken as it should be' is how the new Devonshire Red brand of higher welfare chicken from Lloyd Maunder Ltd. is to be promoted in a major advertising campaign, being launched today.
The campaign will be unveiled this afternoon at the Devon County Show, where Willand-based Lloyd Maunder is also celebrating 50 years in commercial poultry production.
The new Devonshire Red campaign, which features a giant chicken ploughed into the red soil of a Devon hillside, has been developed with consumer concerns about animal welfare and food integrity firmly in mind.
"Our focus group research revealed a real desire for honest food," says Andrew Maunder, commercial director of Lloyd Maunder. "There's a belief that chicken just isn't what it used to be. People are concerned about what chickens are fed and animal welfare in general, and just want to know the chicken they're eating is as it should be - naturally fed and well reared on family-run farms in the countryside, which also ensures a great taste.
"The focus group research gave us a very clear direction for the ad campaign. The ploughed chicken logo in Devon's red soil will establish the product, the natural landscape in which it's produced and build brand recognition all in one go. The end result is simple and honest, just like the Devonshire Red products."
The Devonshire Red brand includes poultry reared by Lloyd Maunder's West Country farmers in three higher welfare systems - organic and free range, plus corn fed which is reared indoors to RSPCA Freedom Food standards. According to Lloyd Maunder this provides higher welfare options to suit all budgets.
To date most of Lloyd Maunder's specialist chicken products have been sold as West Country Chicken under supermarkets' own premium labels, such as Sainsbury's Taste the Difference.
Going forwards, Devonshire Red should now be appearing in logo or text form on all these products, with many also carrying a branded peal and reveal sticker with more information. The West Country Chicken description will remain.
Outlets such as Budgens and independents supplied by Nisa Todays, which don't have their own premium labels, have been carrying Devonshire Red branded poultry products for a number of weeks.
"We believe the Devonshire Red badge will inspire confidence in its own right and so add value when seen on supermarket brands," continues Andrew Maunder. "It's time to raise poultry up from being a commodity product. People aren't just buying on price anymore - welfare and integrity are now an important part of the buying equation.
"The Devonshire Red brand will reassure customers that the chicken on their plates will taste as it should because it's been reared as it should, with welfare, quality and taste as the central priorities."
The giant chicken that features in the Devonshire Red ad campaign was ploughed by Mervyn Bulled, one of Lloyd Maunder's organic chicken farmers in mid-Devon. After being photographed it had to be ploughed over within days as part of Mr Bulled's organic crop rotation.
The ad campaign has been devised and managed by Exeter-based RH Advertising.
For more press information contact Veronica Newport on 01363 866927 or email veronica@n-pr.co.uk.