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Foster Farms Puts Free-Range Chickens Front and Centre
Foster Farms launched 'Feels Good To Be Free Range' in July 2019, a United States all-digital campaign created by Deutsch Los Angeles that features real chickens performing freestyle dance moves to 1990s pop music, positioning the brand's Little Black Book.clapboard.com/archive/vital-farms-keeping-it-bullsht-free-food-drink">Simply Raised free-range product line as an energetic and joyful choice for chicken consumers.
The campaign debuted digitally on 1 July 2019, following an announcement on 27 June 2019, as reported by Deli Market News. Rather than relying on pastoral imagery or scientific language to communicate animal welfare and product provenance, Deutsch built the creative around performance and personality, according to Delimarketnews. Real Foster Farms chickens move with apparent freedom and energy, translating the abstract promise of outdoor access into a visual and emotional idea that audiences could feel immediately. The campaign contains four film assets in total, with two primary spots running at 15 seconds and 30 seconds respectively, as reported by LBBOnline, according to Adsoftheworld.
Distribution was exclusively digital across the United States, spanning Hulu, Roku, YouTube, and social media platforms, according to Deli Market News. The channel selection reflects a deliberate shift away from linear broadcast television toward environments where the target consumer already engages with food and lifestyle content. In the United States, this approach aligned the Simply Raised free-range line with a digitally active audience segment increasingly attentive to provenance and animal husbandry. The Clapboard Score for this campaign is 59 out of 100, reflecting competent creative execution and a clear strategic brief, balanced against the difficulty of breaking through in a crowded better-for-you food category without a wholly distinctive visual language.
Foster Farms entered the free-range category approximately four years after launching its raised-without-antibiotics and organic poultry lines, according to Wattagnet. The strategic rationale was explicit in the campaign's launch communications. Helen Kurtz, Chief Marketing Officer at Foster Farms, stated: 'Consumers are increasingly interested in where their food comes from and how it is raised.' That observation forms the strategic foundation of the entire campaign. Rather than repositioning an existing product, Foster Farms was introducing a genuinely new tier within the Simply Raised line — free-range certification added outdoor access for flocks already raised without antibiotics, farmed locally, and certified by the American Humane Association.
In the United States, the poultry category was operating within a broader global market valued at approximately $319.2 billion in 2019, growing at a compound annual rate of around 5.5 percent between 2015 and 2019, according to GlobeNewswire. The free-range and premium poultry segment sits within that market as a faster-moving subsector, driven by label transparency and welfare credentials. Foster Farms competes directly with national brands including Tyson Foods and Perdue Farms, both of which had established premium and antibiotic-free ranges before 2019. The 'Feels Good To Be Free Range' campaign needed to differentiate Simply Raised not only on welfare credentials — a point of parity with competitors — but on brand character and tone.
Deutsch Los Angeles identified that the opportunity lay in emotional differentiation. Most free-range communications in the United States rely on bucolic scenery and earnest narration. By choosing freestyle dance and nostalgic 1990s pop music, the agency reframed animal welfare as something celebratory rather than solemn, targeting consumers who want to feel good about their food choices without being lectured.
Deutsch Los Angeles built the 'Feels Good To Be Free Range' creative around a single, transferable idea: freedom looks like dancing. Real Foster Farms chickens perform freestyle moves set to 1990s pop music, a pairing that is simultaneously absurd and warmly familiar. The tonal register sits closer to entertainment than advocacy, which is a deliberate departure from how free-range and organic food advertising has historically operated in the United States.
The campaign delivered four film assets, anchored by a 30-second spot and a 15-second cut-down, plus integrated social media content, as reported by LBBOnline. The brevity of the primary units — particularly the 15-second version — demanded that the creative idea land within seconds and sustain recall without extended explanation. The dancing-chicken device accomplishes this because it is visually unexpected and tonally consistent with the campaign name. 'Feels Good' is a consumer-state ambition, and the execution literalises that state through choreography and music rather than product description.
Production credits for 'Feels Good To Be Free Range' are not fully publicly documented. However, Helen Kurtz, Chief Marketing Officer at Foster Farms, provided on-record context for the creative direction, stating that 'our new advertising and refreshed packaging shine a light on a great choice for chicken, that's now even better.' The campaign also launched alongside updated Simply Raised packaging, meaning the creative work extended beyond film into retail identity. The decision to run exclusively across digital platforms — Hulu, Roku, YouTube, and social — gave the campaign a placement logic that matched the visual energy of the creative: short, punchy, native to on-demand and social viewing behaviour in the United States market.
No verified performance data for 'Feels Good To Be Free Range' is publicly available. There are no publicly documented figures for view counts, brand lift, sales uplift for the Simply Raised line, or share-of-voice movement attributable to the campaign. Assessment must therefore rest on structural and strategic analysis.
The campaign's all-digital distribution strategy, as reported by Deli Market News and LBBOnline, was well-matched to the United States consumer segment most likely to seek out free-range chicken: younger, streaming-native households who consume content on Hulu and YouTube in formats that allow short-form creative to perform efficiently. The dual-length asset strategy — 30 seconds and 15 seconds — is a technically sound approach for building awareness and then reinforcing it with a compressed reminder unit.
The creative device of dancing chickens set to 1990s pop music carries strong earned-media potential, particularly on social platforms where novelty and humour drive shares. LBBOnline covered the campaign with positive descriptive sentiment, noting it as a representative example of how food brands can communicate welfare credentials without defaulting to documentary-style seriousness. Against competitors such as Tyson Foods and Perdue Farms, which have generally taken a more functional tone in their free-range and premium-tier communications, Foster Farms and Deutsch Los Angeles chose a path of tonal distinctiveness. Whether that distinctiveness translated into measurable category penetration for Simply Raised remains undocumented in public sources. The Clapboard Score of 59 out of 100 reflects that the idea is sound and the execution competent, but the absence of verifiable impact data limits a fuller assessment of the campaign's commercial effectiveness in the United States market.
'Feels Good To Be Free Range' is a Foster Farms campaign created by Deutsch Los Angeles and launched in the United States in July 2019. It uses real chickens performing freestyle dance moves set to 1990s pop music to promote the Simply Raised free-range product line across Hulu, Roku, YouTube, and social media platforms.
Deutsch Los Angeles created the campaign for Foster Farms. The agency developed the creative concept, four film assets, and the integrated social content that supported the Simply Raised free-range product launch across digital platforms in the United States beginning July 1, 2019, as reported by LBBOnline and Deli Market News.
The campaign promotes Foster Farms Simply Raised free-range chicken. The Simply Raised line is raised without antibiotics, farmed locally, certified by the American Humane Association, and — as of the 2019 launch — provides outdoor access for the flocks, as stated by Chief Marketing Officer Helen Kurtz at campaign launch.
The campaign ran as an all-digital effort across the United States, using Hulu, Roku, and YouTube for video placements alongside social media content, according to Deli Market News. It launched July 1, 2019, with 15-second and 30-second spots and made no use of traditional linear broadcast television.
The Foster Farms 'Feels Good To Be Free Range' campaign holds a Clapboard Score of 59 out of 100. The score reflects a clear strategic brief and competent creative execution, balanced against the challenge of achieving tonal distinction within a competitive United States free-range food category alongside rivals including Tyson Foods and Perdue Farms.
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