Case Study: Chicken Farmers of Canada achieves national brand alignment and 32% consumer awareness with Brand Matters

Chicken Farmers of Canada gains 32% awareness with Brand Matters

The Chicken Farmers of Canada (CFC) faced a challenge in aligning its ten provincial boards on a national brand strategy for Canadian chicken, despite extensive prior market research. To address this and meet consumer demand for Canadian-raised chicken, they engaged the vendor Brand Matters to develop a cohesive brand strategy and strategic marketing plan.

Brand Matters managed a consultation process to gain alignment across all provincial boards and industry bodies. They developed the "Raised by a Canadian Farmer" brand strategy and a results-based marketing plan. The solution led to significant media savings exceeding $960,000, a digital conversion rate of over 35%, and achieved 32% brand awareness with limited investment. Brand Matters continues to support the execution and refinement of the marketing plan.

Chicken Farmers of Canada