The new website (www.pilgrims.com) is the latest phase of Pilgrim's ongoing rebranding campaign. Last fall Pilgrim's introduced new consumer packaging on its case-ready meats as part of a nationwide plan to reposition the company's brand with consumers and customers.
The previous logo featuring the familiar Pilgrim hat has been replaced with a modern image of a chicken in red with "Pilgrim's" written in blue beneath the bird. The site is aimed primarily at consumers, who said they wanted the site to highlight products, coupons and recipes.
The website also highlights updated information and photos of the company's products, including nutrition information, cooking instructions and recipe ideas for breakfast, lunch and dinner. In addition, there are updated links for investors, media, job seekers and customers.
The next step in the company's rebranding campaign is planned for April, when Pilgrim's will introduce new packaging for its core line of 13 products, ranging from breast strips and nuggets to wings and popcorn chicken. By spring, all of Pilgrim's packaging will exhibit a fresh, consistent look across the retail meat case, with designs that highlight its new tag line - All About Great Taste.
The retail brand re-launch will be supported by an extensive marketing campaign including new point-of-sale materials, coupons and trade promotions. A comprehensive media plan will follow as the company seeks to quickly build awareness of the new brand.
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