They are ads, but creative and fun — and built for YouTube virality. The spot below opens with a punchline: the sound of these chickens is as off the charts as the original recording. The song hasn't been on a chart since the Amazing Chickens were eggs.
Family-owned and family-operated Foster Farms was, at the time, the only major cooked-chicken brand in the U.S. offering frozen cooked products made exclusively with all-natural ingredients. The video advertorials reminded customers that Foster Farms products are 100% natural — no added hormones, no steroids. The company produced three spots featuring a chicken choir clucking three 80s classics: "Don't You Want Me" by the Human League, "Sister Christian" by Night Ranger, and "Africa" by Toto.
The Goodby, Silverstein & Partners spots featured lifelike chickens in perfect choir harmony and an enthusiastic public applauding the performance. The dark irony that these talented birds will end up on the consumer's plate is the campaign's joke and its hook.
The advertisements for the Foster Farms "Amazing Chicken" frozen cooked product line began airing on television in seven West Coast markets on September 30, 2013.
Why it worked
Three reasons. One — a clean product claim (100% natural, no hormones, no steroids) delivered through entertainment instead of a sales argument. Two — licensed music the target audience already knew, scoring instant emotional recall. Three — a creative concept absurd enough to share. The campaign is now a canonical reference for category-leading consumer-PR creative in food and beverage.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
