February 13, 2008

Foster Farms focuses on qualities of natural chicken in new ad campaign
  

Livingston, California-based Foster Farms announced the launch of three new television advertisements for its Foster Imposter campaign that will focus on the natural qualities of the company's chicken.

The three ads will feature the company's Foster Imposter chickens misleading passing individuals into thinking they are 100 percent fresh and natural, and Foster Farm will challenge the misleading claims with a new slogan, " At Foster Farms, Fresh and Natural Means Fresh and Natural."

A consumer study by Foster Farms showed that 82 percent of consumers value freshness above all else while nine out of 10 consumers believe natural chicken should not contain additional ingredients.

Using the information from the study, Foster Farms created the new advertisements, which will be aired throughout California, Oregon and Washington. 

In 2007, family-owned Foster Farms along with Sanderson Farms Inc., and Gold'n Plump Poultry, founded the Truthful Labelling Coalition with the aim to have the Agriculture Department change the definition of 'natural'.