Company taking branding to heart of commodity chicken sector Grampian moves to beat price deflation Grampian Country Food Group is launching a huge campaign that aims to take branding to the heart of the commodity fresh chicken market. "We must do something about the price deflation," Gavin McLean of Grampian acknowledged when telling The Grocer of his company's plans ahead of the formal announcement due next week (August 30). If successful, the venture would have an effect similar to the longstanding price differential in beef where Scotch sells at a premium despite being a commodity. Consumers see the Grampian name on such products as chicken Kievs, but branded offers account for only 10-15% of its output. McLean, md of Grampian's rapidly expanding fresh chicken operation at Banff in Scotland, cites a precedent from outside the meat sector as proof branding can put a firm floor under commodity prices. "We want to do in the chicken market the same as was done in the bread market a few years ago when things had got so bad loaves were selling at a few pence." Grampian is careful not to make exaggerated price claims, suggesting a sustainable premium of 10% or a little more for its fresh birds and portions. Company sources hint at some scepticism within Grampian at the role of its own and other processors' brands. "Too often they are used for bogofs," The Grocer was told, the implication being that multiples will try to use supplier brands for price promotion as protection for own labels, a reversal of the added value concept normally offered as justification for brand development expenditure. Product is already arriving in store, the venture being supported by all the major multiples. Initial efforts concentrate on Scotland but trial marketing there will be substantial; Grampian expects to be the biggest advertiser on TV north of the border. If successful the campaign will be extended into England early next year. {{M/E MEAT }}

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