Chicken farmers conduct Builtboard promotion
By Rob Bale
Chicken Farmers of Canada recently conducted a promotion called “Builtboard” intended to raise awareness of chicken as a source of protein among younger adult consumers concerned with fitness. On Sept. 21, the organization conducted a series events in Toronto in which a group of promotional workers physically lifted a billboard to indicate the muscle-building potential of chicken. The billboard displayed locational copy such as, “Any beach is muscle beach” and “Shred your thighs for shredded thighs.” The effort also included giveaways of t-shirts and packets of chicken seasoning, as well as influencer activities and media support from online property Narcity. The promotion was developed by LG2, with public and influencer relations from Craft Public Relations. Additional support was provided by Triple Threat Entertainment and WXM.