Pilgrim's Pride Rebrands With New Website

Poultry supplier Pilgrim's Pride Corp. has rolled out a revamped consumer-friendly website offering consumers a bigger recipe section from top U.S. chefs, coupons and new information about the Greeley, Colo.-based company, the second-largest chicken provider in the country.

The site, www.pilgrims.com, is the most recent phase of the supplier's continuing rebranding campaign. Last fall, Pilgrim's bowed overhauled consumer packaging on its case-ready meats as part of a national strategy to reposition with consumers and customers alike.

Pilgrim’s redesigned site came in response to consumer requests for products, coupons and recipes. Additionally, instead of the old site logo featuring the familiar Pilgrim hat, visitors now see a modern depiction of a chicken in red with “Pilgrim’s” written in blue underneath. Among the chef contributors to the expanded recipe section is Food Network celeb Daisy Martinez, and information available on the new site now includes nutritional details, cooking instructions and meal ideas for all dayparts, as well as links for investors, media, job seekers and customers.

The next step in Pilgrim’s rebranding campaign is slated for April, when the company will roll out updated packaging for its core line of 13 products, ranging from breast strips and nuggets to wings and popcorn chicken. By spring, all Pilgrim's packaging will sport a fresh, consistent look across the retail meat case, with designs highlighting a new tag line -- All About Great Taste – through vibrant product shots and attractive graphics. The company will back the brand relaunch at retail with an extensive marketing campaign encompassing point-of-sale materials, coupons and trade promotions. A comprehensive media plan will ensue as Pilgrim’s moves to build awareness of the new brand.

"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," noted EVP of sales and marketing Jerry Wilson. “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.”