Alpha Foods: Chickenflation

Alpha Foods, a plant-based brand, increased sales and media presence with a campaign where they lowered the prices of their plant-based chik’n as a response to rising chicken prices, or ‘Chickenflation’.


Alpha Foods is a plant-based brand punching above its weight. Budgets are not as high as some of the category titans. As such, Alpha relies on buzzy acts to drive earned media vs. splashy campaigns powered by huge media buys.

This case study is a world-class example of making very little go a long way by taking advantage of a real-time cultural insight to garner a huge share of PR attention, and drive sales, for a category underdog.

TLDR version as follows:

The Challenge:

Get chicken lovers to open their hearts and minds to Alpha's plant-based alternatives.

The Insight:...

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