Whistleblowing that drives business results
Foster Farms: Say No to Plumping
Challenge
For years, "natural" chicken farms had been injecting chickens with saltwater to make them heavier and more expensive. Nobody knew about it. Foster Farms needed to expose the deception without looking like they were just attacking competitors. How do you blow the whistle on an entire industry practice?
Big Idea
We didn't just create a campaign, we started a movement. "Say No to Plumping" used Foster Farms' loveable mascots to expose the gross practice and educate consumers. Built a rallying cry that made the issue impossible to ignore.
Results
Changed California AND Federal legislation prohibiting plumping
Foster Farms became the only profitable US poultry company during the 2009 recession
18% sales increase
150+ media outlets covered the story
Gold Effie Award
Launch Spot
Launch Spot
Spot: Chris