2010 GOLD

PACKAGED FOOD

SAY NO TO PLUMPING

FOSTER FARMS, FOSTER FARMS

Ira Brill, Director of Advertising and Marketing Services

GOODBY, SILVERSTEIN & PARTNERS

Hamish Chandra, Brand Strategy Director
Ashley Weber, Account Manager
Craig Mangan, Copywriter
Paul Charney, Associate Creative Director
Devin Sharkey, Designer
Rich Silverstein, Co-Chairman/Partner

FINEMAN PR

Lorna Bush, Vice President

Foster Farms fresh chicken costs 60% more than store brands. Amid a recession, it was easy for Mom to trade down from the 'brand I like' to the 'just as good' private label. This is the story of how Foster Farms created a bit of controversy in the usually dull chicken category and gave moms real reasons to pick (and pay more for) Foster Farms. This effort not only shielded Foster Farms from a seemingly unavoidable decline in sales, it also created a cause that shoppers and legislators rallied behind.