With the Fourth of July right around the corner, it’s safe to say that grilling season is in full swing. While some consumers are happy to toss any type of meat onto the BBQ, more discerning shoppers are looking for distinctive qualities in the meat they buy—with free range and antibiotic free more frequently becoming the deciding factor in purchasing decisions. Foster Farms is leaning into the new trends, launching its “Feels Good to Be Free Range” digital ad campaign, making free range chicken widely available to millions of West Coast consumers.
"Consumers are increasingly interested in where their food comes from and how it is raised," said Helen Kurtz, Chief Marketing Officer. "Simply Raised is already grown without antibiotics, farmed locally, and is certified by the American Humane Association, so it was a natural next step to provide outdoor access for our flocks and raise them free range. Our new advertising and refreshed packaging shine a light on a great choice for chicken, that's now even better."
“Feels Good to Be Free Range” ads celebrate the funky freestyle dance moves of Foster Farms Simply Raised, No Antibiotics Ever chickens set to 90’s pop music. The campaign, debuting July 1, features two 15- and 30-second spots that will run on popular streaming platforms like Hulu, YouTube, and Roku with integrated social media content. The campaign was developed by Deutsch Los Angeles, Foster Farms’ creative agency since 2015, according to a press release.
"We've always tried to bring a smile along with great chicken to our consumers," Kurtz added. "What's new is an all-digital approach to media that enables us to reach them at home, online, on-the-go, and in-store."
Foster Farms’ Simply Raised, No Antibiotics Ever free range chicken is now available at leading grocery stores from San Diego to Seattle, delighting consumers looking for ethically-raised grillin' fixin’s.
Deli Market News will continue to report on creative campaigns like this one that help shape the future of the industry.