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FOSTER FARMS LAUNCHES NEW TV COMMERCIALS
“We Foster Pure Honest to Goodness” breakaway campaign to tell product quality story

5/2/2005
LIVINGSTON, Calif. - On the heels of one of the longest-running ad campaigns in California history, Foster Farms today is unveiling its new “We Foster Pure Honest to Goodness” advertising campaign throughout California. The new campaign emphasizes Foster Farms values, its standard of quality for more than three generations as a family-owned business and how important those values are for a company that markets the number one protein choice among consumers.

The new “We Foster Pure Honest to Goodness” campaign includes six television commercials which focus on wholesome and upbeat family meals. A dinner plate serves as a video portal to everyday life and depicts families sharing togetherness, dinner conversation, delicious home-cooked meals, and spending quality time together. The commercial spots feature families from diverse backgrounds fostering family trust as they cook, eat, laugh, share memories over dinner conversation, and experience the joy of silence when enjoying a piece of golden brown Foster Farms chicken.

The We Foster Pure Honest to Goodness campaign is a change from the infamous Foster Imposters®, California’s most recognizable advertising characters since the California Raisins™.

“We decided it was time to refocus our message away from what we are not,” said Foster Farms VP Marketing David Schanzer. “The new campaign describes who we are as a company and what we value. The “We Foster Pure Honest to Goodness” campaign shows that we continue to provide the highest quality poultry, deli and new products, all based on good old-fashioned family principles.”

The new ads, developed by San Francisco-based Y&R, will air on multiple networks and independent stations in major West Coast markets throughout 2005.

“Chicken is a center-of-plate mainstay,” said Schanzer, “and we have always taken seriously our responsibility as producers of a product that arguably could be the most significant portion of people’s diets in our marketplace.”

Family-owned Foster Farms, based in Livingston, Calif., is the leading poultry producer in the Western United States. The company has remained a family-owned business since its founding in 1939. Foster Farms branded fresh chicken is always locally grown on farms it owns or operates in each of its markets. Foster Farms specializes in producing high quality fresh chicken products that are all natural with no preservatives or sodium-based additives, in addition to a full line of other delicious poultry products. The company produces and delivers premium quality poultry products to retailers, warehouse clubs and foodservice customers throughout the West.

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