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To reach stakeholders about Perdue’s latest milestone in offering No-Antibiotics-Ever (NAE) chicken, Coyne PR implemented combined an aggressive media relations effort with a digital campaign to reach key stakeholders.

The media relations campaign attained over 400 stories including the Wall Street Journal, Reuters, CBS This Morning. For the digital campaign, Coyne PR created a video emphasizing how other poultry brands “dance” around the issue of antibiotics with caveats and exceptions, while Perdue’s no antibiotics ever stance is indisputable.

The video significantly outperformed previous brand efforts: more than 1.4 million views across Facebook and YouTube, a 31% increase in Perdue-relevant search inquiries on YouTube and Google, a 26% view rate that exceeded the 21% YouTube benchmark and engagement rates of 45% on Instagram and 55% on Facebook.