Give consumers a compelling reason to buy Foster Farm's pricier, premium fresh chicken, despite the current economic climate.

Physically alter the iconic Foster Imposter characters to expose the all-too-real competitor practice of 'plumping': the injection of saltwater into the chicken to make it weigh more, causing the consumer to pay more.

Awareness of the Shady Surgeon TV ad is the highest recalled ad in Foster Farms history (64% of Californians recall the spot.) Mums aware of the practice of Plumping increased 154% since launch.

Foster Farms saw a lift of 32% associating them with “Is not injected with salt water” in the first 3 months of the campaign.

Sales maintained their strong leadership position and Foster Farms was the only brand to build share (up 5.4% vs. YA) without discounting during the recession.

We even made a word. Plumping was used in the LA Times as a verb.