An insert featuring stickers ready to slap on your freezer-wrapped kill, seen in August issues of hunting and fishing books, "is an organic way to usher in the new season and amuse hunters and invite them to fend for themselves," says AD Brent Anderson at Portland agency North, formerly known as JohnsonSheen. The Gerber slogan, after all, is "Fend for yourself," and its website features exhortations like, "America, when did we become so soft? When did we decide campgrounds needed laundromats?"

Clearly, this ain't about baby food. Indeed, North creatives have taken this opportunity to offer unsolicited vegetarian-dissing quotes like this one from writer Eric Samsel: "While roughage should be a part of all diets, subsisting exclusively on plant matter is an affront to the glory of the canine tooth." OK, but a perusal of these meat stickers yields an important question: What the hell is a chukar? Wikipedia reveals it's in the pheasant family and it's the national bird of Pakistan, but the chewable chukar is apparently no stranger to the States. "I've been on a pheasant hunt in central Oregon with the Gerber marketing team, and there were chukar everywhere," attests Anderson.