Pilgrim's Pride Launches New Web Site

Pilgrim's Pride Corporation introduces a redesigned, consumer-friendly Web site featuring an expanded recipe section from some of America's best chefs, valuable coupons and updated information about the second-largest chicken company in the United States. 

 

The new website (www.pilgrims.com) is the latest phase of Pilgrim's ongoing rebranding campaign. Last fall Pilgrim's introduced new consumer packaging on its case-ready meats as part of a nationwide plan to reposition the company's brand with consumers and customers.

 

"It's an exciting time to be a part of changing history at Pilgrim's, and we have enjoyed working with our customers to evolve our brand," says Jerry Wilson, executive vice president of sales and marketing. "They can see that we are a new company with a new attitude and new lineup of innovative products that consumers want. We have a full pipeline of new products that will be introduced throughout the year in response to the valuable insights we are gaining from consumers around the country."

 

The next step in the company's rebranding campaign is planned for April, when Pilgrim's will introduce new packaging for its core line of 13 products, ranging from breast strips and nuggets to wings and popcorn chicken. By spring, all of Pilgrim's packaging will exhibit a fresh, consistent look across the retail meat case, with designs that highlight its new tag line – All About Great Taste – with colorful product shots and appealing graphics. The retail brand re-launch will be supported by an extensive marketing campaign including new point-of-sale materials, coupons and trade promotions. A comprehensive media plan will follow as the company seeks to quickly build awareness of the new brand.