After Pilgrim's Pride acquired Pierce Chicken, a simple well-defined hierarchy was needed to create a meaningful image for the merged family of brands.

Exploiting the strengths of both brands was key to our success. Boomm positioned Pilgrim's Pride as the endorser brand while retaining Pierce Chicken as a master brand of quality frozen poultry products. PILGRIM'S PRIDE FOODSERVICE was established as the new brand, with the corporate tagline – Taste the Difference Pride Makes – creating relevance.

High awareness scores in communication studies followed. Equally important, the new brand earned corporate acceptance.

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