"We Believe in a Better Chicken" Highlights Brand's Commitment to Quality Products

SALISBURY, Md., June 27, 2011 /PRNewswire/ -- Perdue Farms Inc. announced today the launch of a series of documentary-style TV spots to unveil its first national campaign, We Believe in a Better Chicken™.  The advertisements take viewers behind-the-scenes at Perdue Farms, introduce passionate associates and reveal the company's new USDA Process Verified Seal.

The campaign is grounded in the real people and places behind the PERDUE® brand and the commitment to delivering the best possible poultry product for consumers. To emphasize that commitment, the campaign highlights Perdue becoming the first poultry company to receive the USDA Process Verified Seal, which verifies that PERDUE® Fresh, All Natural Chicken products have been raised without cages, fed an all-vegetarian diet with no animal by-products and on selected items, has their signature tenderness guarantee.

"We know that today's consumers are interested in learning more about the food they eat.  They want to know how the chicken was raised and what it was fed," said Jim Perdue, Chairman of Perdue Farms.  "At Perdue, we are proud of associates, our practices for raising chickens and our products, and we want consumers to learn more about us.  This campaign allows us to share more of the Perdue story with consumers – We Believe in a Better Chicken™ has become a philosophy and promise that extends across the brand," said Perdue.

Perdue has a rich history in television advertising spanning the last 40 years, Frank Perdue is credited as being one of the first CEO's to use his own persona - "It takes a tough man to make a tender chicken" - to articulate a message. The new campaign continues that tradition by including real Perdue associates delivering passionate messages.  The series of new spots includes more than ten Perdue associates ranging from current Chairman, Jim Perdue, to the Senior Vice President of Food Safety & Quality, Director of Poultry Nutrition and members of a farm family that raises Perdue chickens.

The We Believe in a Better Chicken™ campaign advertising was created by Deutsch New York, a Lowe & Partners Company. In addition to national TV, the campaign will be supported by digital, print, social media and retail extensions.  To learn more visit www.perdue.com® and www.facebook.com/PerdueChicken.

About Perdue

The PERDUE® brand is the No. 1 brand of fresh chicken in the Eastern United States. Ranked third largest in the poultry industry, Perdue Incorporated is a leading international food and agriculture business providing quality products and services to customers in more than 100 countries.  Privately held and family-run for three generations, the company employs more than 21,000 associates and partners with 2,200 independent farm families -- all who share in the commitment to quality, service and reliability that has guided the company since its founding in 1920.  For more information, visit www.perdue.com®.    

SOURCE Perdue Farms Inc.

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