The rebranding comes as part of a comprehensive six-month plan to reintroduce Farm Chicken to a new generation of buyers, said senior company officials on the sidelines of the branding ceremony held in Crowne Plaza Bahrain yesterday (8 May).

TradeArabia reports that it was attended by senior government officials and business partners who witnessed the new look of the chicken brand, which has been on Bahrain’s supermarket shelves since 1982.

Speaking at the ceremony, Delmon's general manager, Abdul Hadi Merza Jaafar said: "Farm Chicken has been our key product for decades. Generations of families in Bahrain have grown up with it being at the centre of their household meals, and local farmers have come to rely on it for income."

"However, it was time for a revamp of its image to bring it firmly into the modern era. This product will continue to be a staple of home-cooking, and be better positioned to connect with the current generations as well," he stated.

Farm Chicken, he stated, has gained a reputation of trust for its use of naturally grown chicken raised on local, independently owned farms.

"Chicks are hatched in Delmon Poultry Company’s hatchery, then distributed among 20 local farms, along with chicken feed. The chickens are then purchased from them for packaging and distribution, thereby also offering a significant contribution to the growth of Bahrain’s economy and the livelihoods of hundreds of farm workers," he added.

The rebranding, which was tasked to a design agency, Miracle Graphics, embraces some modern elements, while still retaining the more familiar aspects that have long been associated with the previous incarnation.

The company will soon launch extensive outdoor, print, and social media marketing campaigns.

Miracle's business development director Mohammed Awadh said: "With traditional brands like Farm Chicken, it is important to constantly reinvent your image so that it will grab customers’ attention and stand out in today’s cluttered market."

"Customers will find the new look refreshing, but will still recognise it as being the same product that has gained their trust over the years," he added.