SAN FRANCISCO – In a surprise upset, Foster Farms, the Livingston, Calif.-based poultry processor, last week named Goodby, Berlin & Silverstein here to han" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" data-auth = "" >

Chicken Surprise: Foster in Goodby Pot By Daniel S. Levin

SAN FRANCISCO – In a surprise upset, Foster Farms, the Livingston, Calif.-based poultry processor, last week named Goodby, Berlin & Silverstein here to han

Goodby edged out McCann-Erickson and Ketchum, two S.F. shops thought to have the inside track in the review because of past relationships with Robert Fox, Foster Farms’ new president. Fox’s background includes stints at Del Monte, handled by McCann-Erickson, and Hunt Wesson, which is a Ketchum client. Hoffman/Lewis, Oakland, Calif., was also a finalist.
Shannon Maher, a GBS account exec who previously worked for E&J Gallo, may have given the agency a leg up on the review. Her past affiliation gave her access to senior supermarket executives and insider perspectives which may have helped formulate an impressive strategy. Among the things the agency learned: Since supermarkets carry only one line of branded chicken, a brand that carries consumer recognition has a better shot at wide distribution. ‘The difference between success and failure is having your product in the store,’ said Colin Probert, GBS president.
The review, which did not include incumbent Chiat/Day, Venice, Calif., began about two months after Fox joined Foster Farms. Though the company said at the time it wanted an agency with a S.F. location, agencies in the initial stages believed that the company wasn’t comfortable with being so small an account in C/D’s stable.
The win is the second for GBS this year. Last month the agency won the $5.5-million UNUM Corp. account.
Copyright Adweek L.P. (1993)