CAMPAIGN SHOWS CHICKEN IS LOW IN FAT
By Adnews Staff
The Canadian Chicken Marketing Agency launched a direct mail campaign last week to reinforce with consumers that chicken is lower in fat than everyone seem to think. According to a study by the University of Moncton's Food Science Centre, chicken has about 40% less fat than previous studies have shown. Included in the direct mail kit are recipe cards and a fact sheet showing the fat levels of chicken compared with other meats. In addition, there is a computer mouse pad imprinted with Canada's Food Guide to Healthy Eating. The kits were sent to health professionals and food writers. The campaign was developed by Malvern Communications of Toronto. Malvern is owned by former Freeman Rodgers Battaglia chairman Keith Rodgers. It began operations in January and was given the Chicken Marketing Agency business without a review in March. The incumbent on the account was FRB of Toronto. Rodgers says he didn't take the account with him. The Chicken Marketing Agency had changed its focus from doing large-scale consumer advertising to campaigns targeting professionals and decided to change agencies, Rodgers said. Malvern specializes in health and nutrition issues.