Pilgrim’s® Foodservice recognized its position as a challenger brand in the industry. So as part of its rebranding initiative, the company wanted to lean into the one thing it does better than anyone: chicken. This all-in focus inspired our Chicken for Any Challenge brand campaign—targeted to operators who share the same challenger mentality.

We brought the campaign to life with bold new packaging graphics, as well as a seal that delivered the compelling promise. Our digital executions led with quotes from satisfied customers, reinforcing how Pilgrim’s Foodservice addresses the biggest issues operators face every day in the back of house.

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