CLIENT
Gold'n Plump Poultry
Juile Berling, Dir. of Mktg. Communications
Rory Bidinger, Assistant Mktg. Communications Mgr.
AGENCY
Tom Gabriel, Creative Dir.
Doug deGrood, Creative Dir./Copywriter
Wayne Thompson, Senior Art Dir.
Jeff Schuller, Senior Copywriter
Jim Bendt, President/Account Dir.
Kris Fitzpatrick, Account Supervisor
Roxanne Richards, Production Mgr.
Hallee Conkey, Traffic Mgr.
Gabe Mattingly, Interactive & Direct Supervisor
Andrea West, Public Relations Supervisor
Maggie Dalrymple, Media Supervisor
Bryan Munsell, Assistant Account Executive
Dave Daily, Account Supervisor
SUMMARY
Coming off a record sales year, Gold'n Plump Poultry was facing a national oversupply of chicken due to widespread headlines about avian influenza, arsenic and salmonella. To combat consumer fears and differentiate the brand from larger competitors we launched a campaign centered around the fact that Gold'n Plump chickens are raised on local family farms by people who know what's best for chicken. Even in the face of an organic chicken boom, Family Farm Raisedhelped Gold'n Plump achieve increased sales and record levels of advertising awareness and loyalty.
