Chicken promotion boosts sales

BRITISH CHICKEN Marketing’s Roast a British Chicken Weekend initiative in April successfully lifted sales.

In the four weeks to April 27, sales of whole fresh chicken rose by 4% in value and 3% in volume compared to the previous four weeks. 

On an annual basis sales were up by 21% in value and 25% in volume year-on-year. 

“We are delighted with this uplift in sales,” says Charles Bourns, chairman of BCM. 

“In cooperation with the retailers, we have raised the profile of British chicken and driven value and volume.”

The national campaign ran over the weekend of April 2 and 3, and was designed to encourage consumers to ‘host a roast’ for family and friends. 

“Our objective was to encourage consumers to choose British Quality Chicken over any other chicken, and to educate about the benefits,” said Mr Bourns. 

“Obviously we also wanted to increase sales of whole birds, which we achieved.”