Livingston, CA-based poultry company Foster Farms has selected Omnicom’s Organic as its digital agency of record. New work from the agency will debut Monday June 2.
Foster Farms is 75 this year and Organic’s new digital and social-led campaign is entitled “Take 75.”
In celebration of the milestone anniversary, consumers are being asked to join a movement to take 75 minutes back for family meals. The digital campaign provides content and engagement to help families do just that, with tips, recipes, stories, social and CRM extensions that encourage consumers to take the pledge and get involved.
According to the agency the campaign has paid, owned and earned channels with targeted, custom and native media placements driving to a microsite where consumers can connect with the brand and join a conversation on Facebook.
Events scheduled throughout California and the Pacific Northwest, including a Food Truck tour, will aim to connect consumers with the online experience. The campaign also includes site and social integration with the “Pass the Plate,” initiative, where consumer participation in “Take 75” will generate meals, donated by Foster Farms, to a local food bank and raise awareness about the problem of hunger in America.
“Organic showed us a passion for our brand and deep empathy with our consumer from our first meeting,” said Ira Brill, Director Marketing Services, Foster Farms. “This milestone campaign is the extension of our commitment to our very loyal consumer base, as well as an invitation for new customers to join us.
Brill added that the campaign provides an “unmatched opportunity for us to engage, listen and celebrate our shared values with our consumers and pay homage to the past 75 Years.”
Chris Kelly, executive creative director, Organic, said: “The campaign idea is such a natural extension of everything the Foster Farms brand stands for. Great food, strong family and a love of the community.”
In addition to Organic’s creative campaign elements, media will be planned and bought by Omnicom sister agency, Direct Partners, with PR and events support by Fineman.