Over the past several months some very clever anti-plumping TV ads, like the one in the ‘Shady Surgeon’ video above, have been aired by Foster Farms.
In addition to the television ads, the anti-plumping campaign has taken flight on Twitter (@saynotoplumping)and Facebook.
Welikesmall joined the ad blitz and with Goodby, Silverstein & Partners, designed a website featuring chickens discussing the evils of plumping and a ‘plumpenator’ to calculate how many dollars per year consumers could be wasting on plumped chickens.
Simply put, plumping is the practice of injecting chickens with saltwater to increase their weight, thus their price as well as sodium content. High-sodium diets contribute to heart problems, and paying protein prices for saltwater weight is not a consumer-centric practice. Something Foster Farms doesn’t want consumers to forget.
Why This Trend Is Growing
- Anti-plumping Campaign
- Disruptive innovation opportunity: Develop alternative methods for increasing chicken weight without using saltwater injections.
- Social Media Advertising
- Disruptive innovation opportunity: Create innovative and engaging ad campaigns on platforms like Twitter and Facebook to reach a wider audience.
- Consumer Education
- Disruptive innovation opportunity: Provide consumers with information about plumping practices and their potential health risks, offering alternatives and healthier choices.
Industries Being Reshaped
- Poultry
- Disruptive innovation opportunity: Explore new ways to enhance chicken farming practices and maintain product quality without resorting to plumping.
- Advertising
- Disruptive innovation opportunity: Develop creative and impactful advertising strategies to promote ethical and healthy food choices, specifically targeting the poultry industry.
- Health and Wellness
- Disruptive innovation opportunity: Create products, services, and campaigns that support consumer health and well-being, addressing issues related to sodium intake and promoting healthier eating habits.
