Effort: Foster Imposter Roadshow
Agency: Event Management & Promotions, Santa Monica, Calif., for promotion; Goodby, Silverstein & Partners, San Francisco, for advertising.
Twist: Building on the success of the "imposter" chickens who began appearing in Foster Farms' humorous TV commercials in 1993, the chicken marketer recently introduced a mobil marketing effort starring giant inflatable versions of TV's junk-food-loving, freezer-burned imposters. Expected to visit hundreds of events this year, the road show includes a 274-foot mobile kitchen that dispenses 16,000 samples a day, including Foster Farms' new marinated chicken products.
Vital statistics: The road show launched in January and will continue through yearend, visiting public events, fairs and supermarkets. The tour is backed by local publicity, sampling and couponing in conjunction with supermarkets chiefly in California, Foster Farms' primary market. A spot TV commercial featuring the imposters breaks today.