REGINA — Chicken Farmers of Canada wants people to reach for that protein more often than just meal time.
The national organization representing producers last week announced a new national marketing campaign designed to encourage inreased consumption of the meat.
The new campaign will use the slogan, Chicken. Eat it Anytime.
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The organization said it wants to reframe how Canadians think about chicken and position it as a versatile protein that works as a snack for busy people.
“The idea started with a simple question: why not chicken?” said chief executive officer Michael Laliberte.
“It’s time to think beyond traditional meals and recognize chicken as the go-to snack for energy, taste and trust in every bite.”
Health-conscious young Canadians are increasingly prioritizing protein consumption but often do that by choosing processed bars and powders.
Asked how consumers could eat chicken as a snack more easily, CFC said it’s true that chicken feels less accessible as a snack.
“That’s where the campaign comes in: we’re showcasing ways chicken already fits into everyday lives, whether it’s leftover grilled chicken, rotisseries, chicken wraps or chicken bites. These are real-food, high-protein options that taste great.”
Recipes and ways to use chicken as a snack are available on the CFC website.
The 2025 Nourish Food Marketing Trend Report found 71 per cent of consumers want to eat more protein. It said servings of 25 grams or more are growing at the fastest rate.
Ipsos Five research for Canadian Grocer said protein is the top nutritional priority for Canadians.
At 23 grams or more per 100-gram serving, chicken meets that need, CFC said.
Consumers will see “chicken’s ability to fuel real moments, from post-run cravings to midday slumps,” during the campaign, according to CFC.
The organization is also reminding consumers to look for the Raised by a Canadian Farmer brand.
CFC said chicken can be portable and versatile if people are reminded of the ways they already use it.
It is still the most consumed protein in Canada, although beef demand has been extraordinarily strong for the last few years.
Per capita consumption of chicken in 2023 was estimated at 35.72 kilograms.
According to Statistics Canada, the retail price of chicken has held relatively steady through the first five months of the year across the country. Whole chickens were $5.73 per kg in January and $5.91 in May. Chicken breast prices rose from $13.53 to $14.42 per kg., while thighs rose from $12.07 to $12.69. Drumsticks were the only cut to drop, from $6.96 to $6.68 per kg.
In comparison, ground beef prices were $13.08 per kg. in January and $14.67 in May. Pork loin dropped from $8.77 to $8.56.
The most expensive protein category on the list was beef rib cuts at $32.57 per kg., up from $28.95.
