NEW YORK — Pilgrim's Pride Corporation (NASDAQ: PPC), a leading chicken producer in the United States and worldwide, has named Gravity as its agency-of-record. The agency will primarily be tasked with brand strategies, creative development, media planning and buying, digital content, and website development for Pilgrim's growing, dynamic portfolio of consumer brands that includes Just BARE, Gold'n Plump, and Pilgrim's.
Pilgrim's has long been a business?to?business wholesale product supplier to a wide range of grocery chains, quick service restaurants, club stores, and food service companies. The company is now expanding its focus to include consumer consumption and shopper need states to deliver relevant branded products to consumers across the U.S.
"As we seek to transform our brands from strong local players to regional and national favorites, we need a flexible, experienced and full?service agency partner that can help us expand our target audience and achieve our objectives," stated Laston Charriez, Pilgrim's head of marketing.
"We are literally hungry for this opportunity, and are very excited to help Pilgrim's grow its brands and expand its consumer audience," stated Robert Douglas, Gravity's EVP. "Leading advertising efforts for an already proven company, in a marketplace filled with consumers seeking chicken products that fit their lifestyles, is a privilege and challenge that we take seriously."
According to data released by Rabobank, a research firm specializing in food and agriculture, per?capita meat consumption in the U.S. in 2016 rose at a higher rate than any other year over the past four decades. An increase in chicken consumption is largely driving this boom. Additionally, research conducted by Gravity revealed that more consumers are shifting to higher quality, super premium natural, and organic chicken products at a rapid pace. "The Just BARE natural and organic lines are poised to answer that demand," added Charriez.
About Pilgrim's:
Pilgrim's employs approximately 52,000 people and operates chicken processing plants and prepared foods facilities in 14 states, Puerto Rico, Mexico, the U.K, Irelandand continental Europe. The Company's primary distribution is through retailers and foodservice distributors. For more information, please visit www.pilgrims.com.
About Gravity:
Gravity is an award winning, full?service advertising and communications agency with an expertise integrating brands into cultures within the United States and abroad. Gravity's AudienceM is the only data management platform (DMP) that arms marketers with the most advanced technology reaching over 78 ethnic audiences across hundreds of segments on web, mobile and social platforms. Its subsidiary, Triomphant Communications is an award?winning communications, grassroots and public affairs firm. With headquarters in New York City clients include: 9/11 Memorial Museum, Anheuser Busch/InBev, General Motors, IDT Telecom, Pelé, Red Door Spas by Elizabeth Arden, ShelterPoint Life Insurance and the American Board of Physician Specialties, among others. Gravity is a Dentsu Aegis Agency. For more information, please visit www.mediaGravity.com and www.audiencem.com.
Source: Pilgrim's Pride Corporation
