Sanderson Farms, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Sanderson Farms, Inc. produces, processes, markets, and distributes fresh & frozen chicken products and prepared food items. The company, founded in 1955, is headquartered in Laurel, MS.
|Main Telephone||(601) 649-4030|
|Main Fax||(601) 426-1461|
Sanderson Farms, Inc. ContactsContacts (5)
|Lampkin B.||President & Chief Operating Officer||MS|
Sample of Associated Brands
|Mike C.||Chief Financial Officer||MS|
|Hilary B.||Director, Marketing||MS|
|Robin R.||Director, Corporate Communications||MS|
|Steve B.||Manager, Corporate Sales||MS|
|Sanderson Farms, Inc.||*|
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Q3-Q4 Media Opps: Poultry producer Sanderson Farms launches new ad campaign after moving creative, media
Subject: TV, radio, print, social media, sponsorship
Company: WATT PoultryUSA survey.
Opportunity: While seemingly every other big poultry brand is reducing their reliance on antibiotics, Sanderson has ongoing scientific hooey. In one of the ads (see above), a guy says "raised without antibiotics" is a trick brands use to get consumers to pay more money, for example.
Whether you believe in science or think the Earth is flat, this is an interesting stance to take given millennials' mistrust of big food brands and shift away from chemically-laden products. But I suppose all that matters for us that they're spending money on advertising. Given this strategy and Sanderson's footprint, boomer-focused sellers should have an advantage securing traditional and digital ad revenue ahead of the holidays.
Sanderson's ad presence is low compared to the other big poultry companies, but it has been on the rise lately. According to a filing with the SEC, Sanderson spent $8.3 million on marketing and advertising during the first six months of the year, compared with $3.9 million during the same period a year ago. As we reported last year, higher TV outlays have continued (research here), along with display.
Pathway Media Group is on media planning and buying.
Marketing Strategy: Sanderson also relies on radio, newspaper and point-of-purchase material to reach consumers.
TV Breakdown: Almost $304,000 has gone to national TV ads in the last year, all of which aired on Golf Channel during programming such as "PGA Tour Golf" and "Golf Central," iSpot.tv reports.
Digital Breakdown: Since August 2015, 12 banners and two high impact ads have run on 26 publishers (<1% mobile), 78% of which was placed site direct versus programmaticallyu, according to Moat. Sports sites were targeted the most, led by neworleanssaints.com. Food/drink sites such as myrecipes.com have been a substantial partof the mix,a s well.
Sanderson Farms, Inc.
Post Office Box 988
Laurel, MS 39441-0988
President & Chief Operating Officer