Avidesa Mac Pollo, the top branded chicken company in Colombia, has won the International Poultry Council's Branded Marketing Award for 2012 for its ongoing advertising and promotional campaign that kept the brand top-of-mind among Colombian consumers.
Avidesa Mac Pollo won out over the campaign of another Colombian chicken company, Pollos el Bucanero. Robin Horel, executive director of the Canadian Poultry and Egg Processors Council, who chairs the IPC marketing award competition, said that what swayed the judges was the behind-the-scenes work that Avidesa Mac Pollo put into its campaign.
“It went beyond a campaign of TV ads and billboards,” said Horel. “The judges were impressed with Avidesa’s investment in improving its distribution, cold chain, delivery, as well as the company’s own network of small stores. The company also invested in improving product quality, HACCP, traceability and new product lines, such as its pre-cooked ground chicken, as well as in third-party research to gauge the success of the campaign.”
Avidesa Mac Pollo has an 85% recognition rate among Colombian consumers and has seen substantial growth in sales as a result of the campaign.
Receiving the award from Horel, left, is Andrés Moncada, president of FENAVI, the Colombian poultry association.