Chickenflation

Chicken prices had surged from an average of $1.50 per pound to nearly $4.00. And it was all because a group of roosters were forgoing sexy time with their lady chickens. But while the rest of the world saw a crisis, plant-based leader Alpha Foods saw an opportunity.

In an effort to restore balance in the market and incentivize consumers to try plant-based chicken, Alpha slashed their own prices in accordance with the skyrocketing prices of chicken. Using real data from the USDA, we monitored the constantly surging prices and adjusted ours in real-time.

The Case Study

Turning Popeyes-eaters plant-based

Upon the much-talked-about release of Popeye’s new chicken nuggets, we stopped people on their way into the restaurant to warn them of the exorbitant chicken prices caused by chickenflation. We supplied the chicken-eaters with coupons for the falling price of Alpha plant-based chicken, taking the bad situation and turning it into a great conversion opportunity.

Recognition

The Clios - 1x Silver, 1x Bronze, 3x Shortlist
The One Show - 1x Merit, 6x Shortlist
AICP - 1x Winner
The Effies - 1x Silver, 1x Bronze
The Webbys - 1x Honoree
Adweek Experiential Awards - Best Use of Data in an Experiential Activation
Cannes - 2x Shortlist
The Obies - 1x Gold
Adage Creativity Awards - 1x Nominee
Jay Chiat Awards - 1x Silver

Results

Garnered more than 500 million earned impressions

Created a 696% increase in website traffic

Increased sales by 31% (51% of which were from new customers)