Economic Development, Manufacturing, and Marketing, PR & Advertising

Partners launch 'Perrigo Pride' campaign

November 10, 2015
TAGS Perrigo
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Perrigo receives FDA approval for three new infant formulas
Perrigo’s infant-formula plants in Ohio and Vermont supply store-brand products across the globe. Courtesy Perrigo

A group of economic development organizations are supporting Perrigo, which is the target of a hostile takeover bid, with a "pride"-themed marketing campaign.

The campaign

The partners launched their “Perrigo Pride” billboard and social media campaign today as a way to express support for the over-the-counter and prescription drugmaker and gratitude for the impact the company and its employees have had on the region.

Dublin-based Perrigo operates its North American base in Allegan.

The “Perrigo Pride” campaign comes just before the takeover bid to Perrigo shareholders by Netherlands-based Mylan expires this Friday at 8 a.m.

Five billboards will be featured in the Otsego, Plainwell and Holland areas, and the organizations supporting the campaign are encouraging social media users to use the hastag #perrigopride.

Nora Balgoygen-Williams, director of the Allegan County Economic Development Commission, said the Allegan-based commission is part of a team of economic development organizations in West Michigan supporting the company.

Balgoygen-Williams said they’ve “joined together to express our appreciation to Perrigo and its employees for their incredible community support.”

Jennifer Owens, president of Lakeshore Advantage in Zeeland, added that in a time of uncertainty for the Perrigo workforce, the partners “wanted to make sure the message is loud and clear West Michigan has great gratitude for its investment and employment” in the community.

Nine partners

Nine organizations are funding and supporting the “Perrigo Pride” campaign: Adams Outdoor, Allegan Chamber of Commerce, Allegan County Economic Development Commission, city of Allegan, Lakeshore Advantage, Michigan West Coast Chamber of Commerce, The Right Place, Southwest Michigan First and West Michigan Works!.

Perrigo’s presence

Perrigo has operated in West Michigan for nearly 120 years and has donated more than $8.8 million to charitable causes in the past four years, according to the partners.

The company employs about 4,000 employees in the region.

“Our economy is extremely robust with the lowest unemployment rates we have seen in nearly a decade,” said Jacob Maas, CEO, West Michigan Works!. “We will work tirelessly to ensure West Michigan continues to be the home for Perrigo’s workforce.”

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