Say No To Plumping

Most people didn’t know chicken was being “plumped,” injected with salt water to add weight and cost, often still labeled “all-natural.” We gave the practice a name, a voice, and a movement.

Our imposter chickens called it out on TV, in print, and online. At state fairs, giant blimps drew crowds to info booths, and thousands joined the cause on social. At saynotoplumping.com, two gossiping hens spilled the truth, and tools like the Plumpinator showed just how much shoppers were paying for water.

The message followed people into stores with tote bags, cart wraps, and packaging all carrying one line: Say No To Plumping.