[7 August/ Food Dive]

Sanderson Farms launched an advertising campaign to advise consumers it uses antibiotics and explain why they are beneficial to the industry. The television and radio ads, called Old MacGimmick, follows a similar advertisement made by the company last August to reveal what they call lies and half-truths within poultry marketing. CEO and Chairman of Sanderson Farms, Joe Sanderson, Jr. said they have made it our responsibility uncover misleading marketing tactics and labelling. Since launching, the campaign, the company has seen a 125.7 percent increase in Facebook followers, 39.5 million Facebook video shares and 96,000 Facebook post shares. The company faced pressure from competitors, activist groups, and the media due to the advertisements.