August/September 2017 www.womanthismonth.com showcase 66 Having been a pioneer in the poultry industry since the early 1980s, Delmon Poultry Company has been enjoying renewed success with the rebranding of its flagship product, ‘Farm Chicken’. The effort is part of a comprehensive six-month agenda to reintroduce the item to a new generation of buyers, through extensive outdoor, print and social media marketing campaigns. The iconic chicken brand, which has been on Bahrain’s supermarket shelves since 1982, revealed its new identity during a glittering ceremony held at Crowne Plaza Bahrain, which was attended by senior government officials, business partners, major clients and other dignitaries. There was a performance by Russian sand artist Anna Strelkova, who drew the company’s logo onto a sand board, which was magnified on a large screen for the audience to watch. Since then, the products have been enjoying growing popularity among new and younger customer demographics. With hopes of appealing to a wider consumer base, this renowned poultry company has evolved with a fresh new look for one of its bestselling products. DELMON POULTRY IN WITH THE NEW The rebranding, which was tasked to design agency Miracle Graphics, embraces some modern elements while still retaining the more familiar aspects that have long been associated with the previous incarnation. This was done in the hope of creating a new, refreshing look that patrons can still recognise as something they have trusted over the years. The company’s general manager, Abdul Hadi Merza Jaafar, says: “When you have gained a reputation of trust over the years, customers will continue to be loyal to your brand. Farm Chicken has been providing families and businesses with the highest quality of naturally grown fowl that are raised on local and independently owned farms. "It’s a local product and is well-known throughout the Kingdom. Our new identity simply allows us to deliver the same excellence to new segments of the market.” The process to create the flagship product starts in Delmon Poultry Company’s hatchery where eggs are incubated and chicks are nurtured. They are then distributed to around 20 local farms for raising, along with a special type of chicken feed. The chickens are then bought back from the farms for packaging and distribution, thereby offering a significant contribution to the growth of Bahrain’s economy and the livelihoods of hundreds of farm workers. The company has announced partnership agreements with Mandilicious, a Saudi-based restaurant chain which recently opened its first branch in Bahrain, and Texas Chicken, a US-based fried chicken restaurant with a branch in the Kingdom owned by Ali Bin Rajab & Sons WLL. Delmon Poultry has also teamed up with Nando’s, a South African casual diner, known for its flavoursome poultry dishes, which opened its first branch in Bahrain in 2008. Delmon Poultry currently boasts 65 per cent of the fresh chicken market share in the Kingdom. Visit: www.dawajen.bh
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