Foster Farms, a family-owned company with $1.5 billion in sales, markets raw and processed poultry products in three Western states, California, Washington and Oregon.
One reason for the review, according to the request for proposals, is that "the price gap between Foster Farms and the competition has widened and Foster Farms adverting will have to work harder in the future to keep consumer loyal to the brand."
The company's 10-year-old campaign was created by Goodby, Silverstein & Partners, San Francisco, Foster's agency since 1993. The agency's humorous ads use a pair of chickens that try various tactics to pretend they are fresh and grain fed like Foster Farms chickens.
The RFP indicates spending may expand to include radio and magazine advertising. Media, currently at Havas' Media Planning Group, is not in review.
Harold Sogard, Goodby Silverstein's partner and general manager, said the agency will compete in the review, which is being conducted by Select Resources International.
Foster Farms is looking for a mid-size shop, preferably with a Northern California presence. A shortlist of agencies is expected to be announced April 5, with final presentation in mid-May and a decision in June.
Foster Farms spent $7.4 million in measured media in 2003, and $5.2 million for the first 11 months of 2003, according to TNS Media Intelligence/CMR.