Brazil: Campaign promoting poultry industry set to continue

Cobb-Vantress and ASGAV (the Gaúcha Association of Poultry) are continuing their joint education campaign that first began in 2017.

In late 2018 a multimedia campaign was launched for residents in Rio Grande do Sul, a state in the southern region of Brazil. The blitz-style campaign included extensive social media components, paid print and broadcast advertisements, and leaflet distribution along the Gaúcha coast.

“The first edition of the campaign was a success, setting an important foundation on which our teams could build,” said Cassiano Bevilaqua, marketing manager for Cobb Brazil. “We have reached a good number of Brazilians, educating them about the benefits of chicken — both in their diets and to the country’s economy.”

The work focuses on 3 pillars:

Health.

A healthy alternative to red meat, chicken is a protein providing a variety of nutrients and

vitamins for the body. The campaign educates consumers about health benefits while also combatting common myths about poultry production.

Importance of the Brazilian poultry industry.

The poultry industry is critical to Brazil’s economy, both domestically and as an export commodity. According to data released by the APBA (Brazilian Association of Animal Protein), Brazil was the 2^nd largest poultry producing country (13.05 million tons of chicken meat) and the largest exporter of chicken meat (4.320 million tons) in 2017.

Quality.

Brazil enjoys very high-quality poultry and Cobb prioritises the quality of its products throughout the world with a robust genetics programme. The company also invests heavily in research and development to support poultry efficiency and reduce the costs for customers and consumers.