Gerber's Poultry Selects Positioning Leader Innis Maggiore
CANTON, Ohio (November 24, 2009) - Gerber's Poultry Inc., the Kidron-based producer and processor of premium all-natural fresh chicken products, has selected Innis Maggiore as agency of record for advertising and other marketing communication services.
Gerber's decision was announced today by Dick Maggiore, president and CEO of Innis Maggiore, the nation's leading agency in the practice of positioning. Gerber's Poultry Inc. raises and processes chickens for retailers throughout the Midwest.
"We are pleased that Gerber's Poultry has recognized the value that our positioning-focused approach can bring to marketing communications supporting its growth plans," Maggiore said. "Gerber's is a brand on the grow. We will develop the marketing strategy to increase sales by elevating consumers' awareness of and affinity for the attributes that make Gerber chicken higher in quality and better in taste."
Gerber Poultry Inc. President D. Michael Gerber said his team was very careful in selecting the agency with which it will partner to expand the company's business. "We recognized Innis Maggiore's practice of positioning is the best marketing approach to help take us where we want to go with our business," he said. "We heard ideas from several agencies and determined that Innis Maggiore is a great fit for our organization and our growth plans."
Gerber's line of fresh chicken products is recognized by consumers and retailers for excellence in taste and quality, a fact that the company attributes to feeding its chickens an antibiotic-free all-vegetarian diet of all-grain feed blended with vitamins, minerals, amino acids and vegetable fats. "We say, 'The feed really does make a difference,' and our customers validate this regularly with compliments about the taste and quality of the products they buy. They also tell us they appreciate the fact our chickens are raised without antibiotics," Gerber said.
Gerber Poultry Inc. began in 1952 when Dwight and Melva Gerber began processing chickens that were grown on the family farm and delivering them to local customers. The company has evolved into a growing family business featuring a modern processing and packing plant, and a vertically integrated organization. Today's generations of the Gerber family remain steadfast in their belief that customers want quality farm-grown and naturally produced chicken products. Gerber's chickens are grown and cared for by Mennonite and Amish farm families, and marketed through fine retailers in 18 Midwestern states. The company's website is www.gerbers.com.
Innis Maggiore is the nation's leading agency in the practice of positioning, building strong brand positions for companies in competitive markets. The advertising and public relations agency had 2008 capitalized billings of more than $28 million. Key clients include Alside, Aultman Health Foundation, Bank of America, Goodyear, GuideStone Financial Resources, NEOUCOM, Nickles Bakery, Parker Hannifin, Progressive Foam Technologies, RTI International Metals, Republic Engineered Products and Shearer's Foods Inc. Innis Maggiore is a member of the American Association of Advertising Agencies, the National Investor Relations Institute and the Public Relations Society of America.