Robin Horel, executive director of the Canadian Poultry and Egg Processors Council, who chairs the IPC marketing award competition, said that the judges were swayed by the behind-the-scenes work that Avidesa Mac Pollo put into its campaign.

Receiving the award from Mr Horel, left, is Andrés Moncada, president of FENAVI, the Colombian poultry association during the IPC annual meeting in Praia do Forte, Bahia, Brazil.

"It went beyond a campaign of TV ads and billboards," said Mr Horel.

"The judges were impressed with Avidesa's investment in improving its distribution, cold chain, delivery, as well as the company's own network of small stores.

"The company also invested in improving product quality, HACCP, traceability and new product lines, such as its pre-cooked ground chicken, as well as in third-party research to gauge the success of the campaign."

Avidesa Mac Pollo has an 85 per cent recognition rate among Colombian consumers and has seen substantial growth in sales as a resuolt of the campaign.

FENAVI won the IPC's Generic Marketing Award last year. Its campaign is ongoing and has helped to double the consumption of chicken in Colombia.