Faced with increasing price competition from national poultry producers, California poultry producer Foster Farms, the largest West Coast producer, commissioned a humorous ad campaign that promoted their chicken by redefining the word natural and building upon customer’s fears of food purity. The campaign coined the term “Plumping” to describe the widespread industry practice of saline water injection. Seeking to differentiate their “all natural” chicken from competitors’ “all natural” chicken Foster Farms created ads that proclaimed that they did not plump.
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