David Schanzer, vice president of marketing
Family owned Foster Farms sells some $1.5 billion worth of raw and processed poultry products in three Western states, California, Washington and Oregon and is looking to expand into Colorado. Goodby, Foster's agency since 1993, created an ad campaign featuring a pair junk-food-eating, frostbite-tinged chickens who use different tactics to try to pass off as fresh, grain-fed Foster Farms chickens.
When the review was launched, Foster Farms said that while the "Foster Imposters" effort was successful in communicating product attributes in a humorous and engaging manner, "the price gap between Foster Farms and the competition has widened and Foster Farms advertising will have to work harder in the future."
Goodby Silverstein, based in San Francisco, will continue to work on the Foster Imposters campaign, while Y&R, also in San Francisco, will handle new products and markets.
Foster Farms spent $7.4 million in measured media in 2003, according to TNS Media Intelligence/CMR.
Select Resources International, Santa Monica, Calif., conducted the review.