Research reveals chicken campaign success

British Chicken Marketing's (BCM) annual MORI tracking research has revealed that an increasing number of consumers only want to eat British chicken and are now actively looking for the Red Tractor on pack - proving the campaign is having a positive impact.

More than two-thirds of consumers (68% say it's important that they only eat British chicken - up from 63% last year and from 52% in 2003 (the year before BCM launched its first marketing campaign).

The results are even more positive when BCM's female target audience is examined - 74% of women say they only want to eat British chicken.

"People are becoming increasingly interested about the provenance of the food they eat - and this is especially true of meat, with many wanting the reassurance of knowing it was reared and produced to the high standards of our own British farms," said Charles Bourns, BCM Chairman.

Recognition of the Red Tractor on chicken packaging has also improved significantly since the start of BCM's campaign.

Adopted as BCM's logo from the first year of the campaign in 2004 and messaged strongly in all communications, the Red Tractor is now recognised by half (50%) of all consumers when seen on chicken packaging.

Even more positive is the number of consumers actively looking for the Red Tractor when buying chicken. The MORI research shows this has increased to 22% up from 20% last year and 16% in 2003. And again, this is higher for female-only consumers, with 25% actively looking for the logo when buying chicken.

"The increasing trend for locally-sourced foods is proving really beneficial for British chicken and, since BCM started its campaign, we've seen production of British chicken increase from 15m birds each week to 17m," explained Bourns.

"The commitment to support home-grown chicken is becoming increasingly visible in the major retailers, who are highlighting their British ranges ever more strongly. But it's not just retailers who are driving interest in British chicken - more and more restaurants and catering companies are realising the benefit of offering their customers a British-reared product."

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