The Foster Farms Bowl

A sports feuilleton.

In yesterday’s football news from the GoStanford site:

Stanford will take on the Maryland Terrapins in the Foster Farms Bowl at 7 p.m. (PT) Dec. 30 at Levi’s Stadium in Santa Clara, Calif.

The “Foster Farms Bowl” struck me as a very silly name, mostly because of the company’s funny ad campaigns: chicken puppets and, last year, chickens singing from musicals. (The alliteration helps, especially since it involves /f/. Compare Firesign Theatre’s “Freezing Mr. Foster” from Dear Friends.)

(The bowl game had previously been played in San Francisco under various names and title sponsors.)

On the company, from Wikipedia:

Foster Farms is a United States West Coast poultry company. The company has been privately owned and operated by the Foster family since 1939. The company is based in Livingston, California, with operations throughout the West Coast and a few on the East Coast. The company specializes in a variety of chicken and turkey products advertised as fresh and naturally locally grown.

And on the ad campaigns. From Adweek on 9/30/13, a piece by Tim Nudd, “Ad of the Day: Foster Farms Chicken Doesn’t Just Taste Good. It Also Sings Hits of the ’80s Musicals by GSP”:

You might think you’re buying quality chicken. But can it sing rousing renditions of “Don’t You Want Me” by the Human League, “Sister Christian” by Night Ranger and “Africa” by Toto?

Didn’t think so. Foster Farms chicken can, though, judging by the [three] comical new spots below from Goodby, Silverstein & Partners, which has been injecting humor into the injection-free poultry brand since 1993.

This is indeed, as the tagline says, “Amazing chicken.”

“These are songs that get stuck in your head,” says GSP executive creative director Margaret Johnson. “And these spots are just little fun nuggets to remind you of the brand. Yeah, I said nuggets.”

The agency’s work on the brand, including the famous “Foster Imposters” chicken puppets, has always illustrated the benefits of “Always fresh, never frozen” chicken. This work, though, quietly introduces new Foster Farms frozen chicken — which the agency, after doing consumer research, says isn’t incompatible with the brand at all.

Videos in the Adweek link.

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