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

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.

For more information contact:

Jim Cyphert
PR Director
Innis Maggiore
P: 330-492-5500
C: 330-501-9886
Email Jim Cyphert


PositionistView® is an inside look into Innis Maggiore's thinking, culture and talent. They're opinon pieces through the positioning filter. No jargon. No ad-speak babble.

April 7, 2021

Advertisers have long understood the potency of television (TV) as a brand-building medium for consumer products. However, business-to-business advertisers typically kept their distance, and for good reason. If you are like most B2B advertisers, you don’t have the luxury of the large media budgets and soft accountabilities afforded consumer brands. With no way to target niche audiences, traditional TV has simply been too expensive and too wasteful to be considered viable in the B2B marketing mix.

April 7, 2021

Programmatic advertising, since the late 90s, had been waiting for a similar catapult, and 2020 brought it. While total ad spend in programmatic had grown by double digits each year since 2017, those in the know say it got the big boost from the pandemic, allowing 2020 to be dubbed, “the year of programmatic.” What was the inflection point?


February 11, 2021

In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe. Trailing by five, facing fourth and nine in the fourth quarter, he punted and put the game in the hands of his defense. Kansas City Chiefs Coach Andy Reid, later facing fourth and one, left his offense on the field and went for it.

August 11, 2020

The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have come to a near full halt. There’s major economic upheaval from Wall Street to Main Street. The ground below us has shaken.

April 20, 2020

The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity.

Agency News

From associate promotions and new team members to awards and events, keep up with the growth and good things happening at Innis Maggiore.

March 2, 2021
CANTON, Ohio (March 2, 2021) — Perfect Power Wash, Ohio’s leading professional-grade power washing company, has named Innis Maggiore, the nation’s leading positioning ad agency, as its agency of record. The Innis Maggiore team is excited to work with Ohio’s leader in professional-grade power washing.
February 22, 2021
CANTON, Ohio (Feb. 22, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced it earned seven awards at the 2021 American Advertising Federation Awards (ADDY® Awards) ceremony Friday evening.
January 19, 2021
CANTON, Ohio (Jan. 19, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Rose Browning as director of media services. Browning will lead Innis Maggiore’s media-related activities, including strategy, research, planning, buying, negotiating and reporting.
November 17, 2020
CANTON, Ohio (Nov. 17, 2020) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Tony Bell as director of client services.
October 13, 2020
CANTON, Ohio (Oct. 13, 2020) — Innis Maggiore, the nation’s leading positioning ad agency, today announced it earned two Healthcare Advertising Awards, the oldest, largest and most widely respected advertising competition in the healthcare industry. One award is for the development of the Aultman Alliance Community Hospital website.