Source: Tom Johnston, MEATINGPLACE, 8/1/17


Sanderson Farms announced new television and radio ads called “Old MacGimmick” as the company continues a campaign to reveal what it says are prevalent falsehoods and half-truths in poultry marketing.

"At Sanderson Farms, we have made it our responsibility to shine a light on misleading marketing tactics and labeling," said Joe F. Sanderson, Jr., CEO and chairman of Sanderson Farms. "Rather than acquiescing to trending scare tactics and socially driven paranoia, Sanderson Farms has chosen to address the issues using hard science. While there may have been an easier route to take, we have chosen to continue this course of action for the benefit of our customers."

The “Old MacGimmick” ads are an extension of a campaign that Sanderson Farms began in August 2016 to promote its continued use of antibiotics in poultry production and explain to consumers the resulting benefits such as improved animal welfare, environmental sustainability and food safety. The move came as competitors such as Perdue Farms, Tyson Foods and Pilgrim’s Pride moved further to eliminate some or all antibiotics use.

While going against the grain, Sanderson Farms said the general public has responded positively to its approach. Since the effort began last year, the company has seen:
• 125.7 percent increase in Facebook followers 
• 39.5 million Facebook video views 
• 96,000 Facebook post shares

"Most Americans have simply lost touch with the farm and how agriculture operates, allowing misinformation to run rampant about where our food really comes from," said Hilary Burroughs, director of marketing for Sanderson Farms. "We decided to use a myth-busting approach to the campaign as a means of dispelling some of the most common misconceptions around antibiotics, hormones, steroids and animal welfare issues."

In conjunction with the new ads, Sanderson Farms has launched an updated consumer website full of educational resources. SandersonFarms.com is home to information about the company's animal welfare standards, sustainable business practices, and natural chicken products. Consumers can find answers to frequently asked questions, recipes, and a behind-the-scenes look at how Sanderson Farms chickens are raised.

The new website also celebrates Sanderson Farms' 70th anniversary, with features detailing the company's growth from a small family business in Laurel, Miss., to the nation's third largest poultry producer.

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