THE IDEA

Chicken wing prices had surged from an average of $1.50 per pound to nearly $4.00. The flock market was in crisis. And it was all because a group of “underperforming” roosters were forgoing sexy time with their lady chickens. Thankfully, plant-based meat leader Alpha Foods took it upon themselves to combat this “chickenflation” by slashing prices of its own chik’n nuggets. To restore balance in the marke, as chicken prices continued to increase, Alpha plant-based chik’n prices decreased accordingly.

Using real-time data, we tracked the rising price of chicken and the corresponding falling price of our plant-based chicken on the NASDAQ board and even ran a full-page spread in the economy section of the Wall Street Journal.

In total, the campaign garnered more than 2.9 million in earned impressions and created a 141% increase in website traffic, all while keeping the flock market in tact. Whatever that means.