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.
Our collection database is a work in progress. We may update this record based on further research and review. Learn more about our approach to sharing our collection online.
If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. If you need to request an image for publication or other use, please visit Rights and Reproductions.