• by Steve McClellan  @mp_mcclellan, September 22, 2016

Poultry producer Foster Farms has taken a new direction in a recently unveiled campaign created with Deutsch, which was appointed the firm’s new creative agency earlier this year. 

The campaign has been dubbed “The New Comfort Food” and the focus is on fresh, healthy ingredients. Gone (at least for now) are the so-called “Foster Imposter Chickens,” which have been featured in Foster Farms campaigns for the last 20 years. 

One new spot defines The New Comfort Food, and shows a fresh chicken breast slowly falling through the air colliding with and accumulating spices and other ingredients on its way down until it transforms into a complete dish. “Comfort Food, you’ve had a good long run,” the voiceover intones during the free-fall. “But your time is over. It’s time for something new, something simple.” 

Other spots focus on recipes that offer a new take on a classic comfort food dish using Foster Farms as the central ingredient. Those and other recipes can also be found on the Foster Farms website and social media platforms. 

Ira Brill, director of communications for Foster Farms, is credited with leading the company’s creative direction, working with Deutsch’s Los Angeles office. Also helping to develop the ads were 1^st Avenue Machine and Fineman PR.