Launching Against the Odds

Eager to publicly announce its industry-first Commitments to Animal Care initiative, Perdue Farms teamed up with G&S to lead an aggressive media relations campaign. Capitalizing on the successful No Antibiotics Ever journey, Perdue continued to insert itself into broader food movement narratives as a leader in responsible food and agriculture. As luck would have it, the announcement coincided with the U.K.’s shocking Brexit vote. Despite only a three-week lead time and an announcement made at the height of breaking global news, our efforts generated more than 1.8 billion impressions across print, online, TV and radio media.