Rainbow Chicken, South Africa’s largest producer of fresh and frozen chicken products, captured the International Poultry Council’s Branded Marketing Award for 2011 for its inventive campaign aimed at increasing consumer awareness of its flagship brand of chicken and Rainbow value-added chicken products.
Rainbow won the award for its inventive “Jiva Nathi” (funky chicken dance) campaign, a multi-faceted advertising and promotional effort that focused on quality and incorporated a variety of media, including television, radio, print and billboards. The award was presented during the IPC’s recent annual meeting in Livingstone, Zambia.
The campaign worked, according to Robin Horel, president and CEO of the Canadian Poultry and Egg Processors Council, who chairs the IPC Marketing Awards committee. “Rainbow used a third party to track its campaign, and the results were impressive,” Horel said. “Now, Rainbow has a 97 percent brand awareness in the market, and the ads had more than double the normal market average for recall among consumers.”
Moreover, Horel said the campaign helped Rainbow to increase its sales of its branded raw chicken product, as well as its value-added lines of further processed products.
The IPC presents two marketing awards annually, one each for a generic and a branded marketing campaign. The generic award will be given at the IPC’s spring meeting in Paris in March.
Photo: IPC Marketing Awards Chairman Robin Horel presents the IPC Branded Marketing Award for 2011 to Denzil Nightingale, marketing manager for Rainbow Chicken.