
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.”
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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 1st Avenue Machine
and Fineman PR.