Repositioned a mature food brand to drive double-digit growth

After nearly 20 years of success, a leading chicken sausage brand was facing slowing sales and increased competition from newer entrants and private-label copycats.

The product hadn’t changed, but the category had. Rather than a full rebrand, we evolved the strategy to restore relevance and unlock growth.

Insight
The target audience, women with families, was already eating chicken multiple times a week, but only buying chicken sausage a few times a year. Chicken was already perceived as a healthy, everyday protein.

Messaging Shift
We shifted the frame of reference from “better than pork sausage” to “a better way to eat chicken.”

By leaning into what consumers already believed about chicken as a healthy, everyday protein, the brand broadened its role from an occasional grilling option to a go-to solution for weeknight dinners year-round.

Integrated Plan
The new positioning came to life across packaging, marketing, and retail, supported by an integrated go-to-market approach that showed consumers how to swap chicken sausage into familiar meals with less prep and more flavor.

Result
Double-digit growth in key markets
A revitalized role for the brand in everyday dinner routines