Gold’n Plump

With the hustle and bustle of modern life, busy moms often feel like a band of brothers in the battle to feed their families. The Mom Squad campaign leveraged that insight while highlighting Gold’n Plump Chicken’s product variety and easy-to-make meal ideas.

After a 3-year absence, the Gold’n Plump brand re-invested in television to drive this integrated campaign. Two :30 spots aired in regional markets to introduce The Mom Squad and highlight various Gold’n Plump Chicken products. Consumers were invited to an online experience to learn more. At GoldnPlump.com/MomSquad visitors joined the Mom Squad mission, becoming honorary members, getting recipes and downloading coupons.

Sporting a proprietary graphic identity both print and digital ads were leveraged to drive traffic. TV spots were re-edited for :15 rich media banners, reinforcing the Mom Squad theme of "Good Chicken is Our Mission" and product attributes while pushing to a website.

Moms are everywhere via social media. Talking about faster, easier ways to get better food into their kids, sharing recipes and coupons, entering contests—the Mom Squad was tailor-made for online conversation.

And to reach moms up close and personal The Mom Squad took their mission on the road, appearing at civic functions, grocery stores, even professional sports games.

Agency: Haberman. Creative Team: Ray Fesenmaier, Mike Gibbs, Holly Fliss, Clarissa Hernandez, Tom Burket, Troy Swope, Troy Longie, Ray Fesenmaier.