Huey Magoo’s brand objectives for 2023 were to obtain a unique position that would set the brand apart from other big-name brands and competitors in the chicken category, raise brand awareness and knowledge through the campaign and recruit more franchisees.
The chicken foodservice brand was recently named a finalist for the 2024 Chicken Marketer of the Year award. This award recognizes excellence in marketing and public relations campaigns in keeping chicken as the protein on the center of the plate.
Find out who will win the 2024 Chicken Marketer of the Year award at the Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024. This one-of-a-kind event will look forward to the consumer of 2035 and the issues that will impact their protein choices.
For the first time, the Summit will have two content tracks. As always, one track will focus on consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future. The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.
Registration is now open for the Chicken Marketing Summit.
Setting itself apart in a crowded chicken market
Huey Magoo’s only serves real tenderloins. There are only two tenderloins per chicken, which make up the best 3% of the bird, similar to how the Filet Mignon is the tenderloin and the best cut of meat in a cow. In French, Filet Mignon actually refers to the tenderloin of any animal, not just cows.
Huey Magoo’s felt this was a huge opportunity for the brand to leverage the equity built by the beef council to position itself as The Filet Mignon of Chicken. Wanting to make this strong position relatable to the brand’s younger demographic, Huey Magoo’s created a series of commercials educating the market on what The Filet Mignon of Chicken is.
Since its launch, the commercial has been a huge success across Huey Magoo’s digital and social marketing channels with an average click-through rate of 2.42%, well ahead of the 1% national CTR average. Additionally, we saw much higher performance averages in newer markets to the brand, generating a high level of brand awareness in these new markets. Over 600,000 actions were taken on Huey Magoo’s Facebook and Instagram accounts from users who were served this ad across all age demographics.
As a result of this campaign, the brand has received national praise and recognition from the media, new franchisees who have since bought locations because of their attractive brand position, and fans across all social media and review platforms who can’t stop talking about The Filet Mignon of Chicken.
Attend the 2024 Chicken Marketing Summit
Make plans to attend the 2024 Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024. This one-of-a-kind event will look forward to the consumer of 2035 and the issues that will impact their protein choices.
For the first time, the Summit will have two content tracks. As always, one track will focus on consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future. The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.
