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