Plant-based food brand combats 'chickenflation' by dropping its prices

Alpha Foods and Mischief take a stab at Wall Street in campaign for Chik'n meatless chicken nuggets

Published On
Jul 30, 2021

Editor's Pick

A recent pattern of performance issues among roosters has led to a chicken shortage. While it’s nothing for those roosters to be ashamed of, it has rocketed the price of chicken wings as much as $2.50 over the past few months. To make sure National Chicken Wing Day could be enjoyed by all this past Thursday, plant-based food company Alpha Foods and agency Mischief teamed on a campaign to address the chicken scarcity—with the help of its meatless nuggets.

Nasdaq billboard

As prices of traditional chicken wings went up, Alpha inversely mirrored the price of its meatless Chik’n nuggets, resulting in an approximately 29.5% discount from the product’s regular price. The campaign compares the inflation of chicken wing prices to the stock market, or “chickenflation” in the “flock market”:

"Using some pretty questionable knowledge of the stock market and a lot of Google searches for 'big financial words,' we were able to create a market tracker on the NASDAQ board as well as a market update in the WSJ,” said Mischief’s Tanner Thompson and Dana Buckhorn in a statement. “It's not the first time underperforming males have crashed the market."

Wall Street Journal ad

In addition to the Times Square billboard and full-page Wall Street Journal ad, Alpha Foods street teams mobilized outside of Popeyes Chicken locations and in Times Square to distribute coupons. On the campaign’s landing page, visitors can claim discounts on Alpha’s vegetarian nuggets for the exact difference of that moment’s chicken wing inflation rate.

Street team in front of Popeyes

"In the past few months, chicken prices have skyrocketed, leaving consumers looking for alternative options,” added Kierstin De West, Alpha's chief marketing officer. “By lowering the price of our plant-based chik'n products in-line with chickenflation, we're encouraging people to try something new, without the pressure of changing their entire diet."

Credits

Date
Jul 30, 2021
Client :
Alpha Foods
Agency :
Mischief

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