West Country chicken supplier Lloyd Maunder is on the verge of seeing its logo appear in Britain's supermarkets.

The company is launching a new logo based on its chicken breed - the Devonshire Red. The logo and the words Devonshire Red will appear on supermarket own-label packs of chicken supplied by the company.

The PR drive kicked off this week when a Devon farmer ploughed a 50-metre chicken shape into the red soil of one of his organic fields, near Poughmill.

The full campaign will officially be unveiled at the Devon County Show this month but branded Maunder chicken is already available in Budgens and c-stores under its new livery.

The company has carved out a niche for itself in recent years by focusing on the organic and free-range poultry market and creating its own breed of broiler as a point of difference.

The words 'West Country chicken' then appeared on packs in Tesco, Sainsbury's and Morrisons.