Case Study: Plump Up the Volume: PR Injects Potent Media Outreach Into Campaign to Expose ‘Unnatural’ Poultry Practice

Agency: Fineman PR Timeframe: August 2008 - August 2010 Budget: $550,000 What if you found out the chicken you’d just purchased contained more sodium than an order of french fries? In a campaign that flew well beyond initial projections, Foster Farms banked on stomachs turning over the unsavory practice of some competitors, such as injecting fresh chicken with salt water. Big Chick: Fineman PR and Foster Farms put the practice of “plumping” front and center at a number of West Coast events. Photo courtesy Fineman PR Two years ago, the economy was atrophying, but raw chicken pieces seemed to be getting plumper. That’s because some brands were puffing up their poultry with salt water to make it appear bigger and fresher—adding significant weight and sodium—yet still labeling the product as “natural.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook


This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.