Alpha Foods: Chickenflation

Nimisha Jain, Jeff McCrory

Plant-based startup brand Alpha Foods created an attention-grabbing stunt to drive conversion and get US chicken consumers to try its products.

Campaign details

Brand: Alpha FoodsBrand owner: Alpha FoodsEntrant company: Mischief @ No Fixed Address - USAIdea creation: Mischief @ No Fixed Address New YorkMarket: North AmericaSector: FoodMedia channels: Newspapers, Outdoor, Out-of-home, Websites & micrositesBudget: Up to 500k

Executive summary

In summer 2021, a chicken shortage was sweeping the United States. Poultry prices had surged from $1.50/lb to nearly $4.00. All because a big meat company had bet on under-performing male roosters. While the rest of the country saw a crisis, plant-based startup brand Alpha Foods...

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