Despite the Axe/Dove controversy about conflicting brand messages under the corporate Unilever brand, one of my favourite campaigns has always been Dove’s campaign for real beauty. I am sure consumers, Dove users or not, still remembers the classic Dove Evolution ad even though it was launched 2 years ago.
Imitation is the best form of flattery and in this case, Foster Farms, a poultry company in California that claims to offer fresh, locally grown chicken with no added hormones, steroids or artificial enhancers, uses a similar ad execution to send a message about society’s perception of natural chickens! There are many other parodies of the dove campaign but I think this is really witty, appropriate and absolutely in line with their usual way of communicating with the consumers using humour.
Here it is!
Another Foster Farms ad from 1996:
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