Moy Park gearing up for 75th anniversary

Leading UK poultry processor Moy Park is relaunching its successful breaded chicken range to coincide with the company's 75th anniversary.

Based at Craigavon in county Armagh, Moy Park has also refreshed the branding and is supporting the relaunch with an extensive marketing drive throughout the island of Ireland.

"We are delighted to relaunch the breaded range and to unveil our new look and feel for 2018," says Briege Finnegan, Moy Park's marketing manager. "Given it's our 75th anniversary this year, the timing couldn't be better.

"Our new Moy Park brand logo centres on the company's heritage and experience - with the use of an image of a chicken alongside the home of tasty chicken since 1943.

"Further, our campaign strapline - Masterfully Crafted, Marvellously Tasty - which will appear on-pack and underpin our marketing communications, really represents what consumers have come to expect from the brand - expertise, quality and taste - as well as the passion that goes into the development and creation of each product."

The core Moy Park breaded range will include Southern Fried Mini-Fillets, and Cheese and Bacon Sensations - as well as Moy Park's signature Chicken Kievs and Goujons. All products in the range are made with 100 percent chicken breast and feature a distinctive savoury crumb.

"Our brand marketing strategy is three-fold. First up, a focus on product marketing and raising consumer awareness through outdoor and digital advertising. Secondly, really elevating our engagement with shoppers via experiental marketing.

"We will embark on a sustained consumer sampling programme - both in-store and at key events, to encourage product trial, loyalty and drive repeat purchase.

"The third area is shopper marketing to really make the brand stand out, through retailer leaflets, features and in-store POS to support product launches and listings."