Gold’n Plump

It’s a sign of the troubled times that a commercial for “locally raised” Gold’n Plump Chicken (via GdB of Minneapolis) includes a slap at the fat cats who wear pinstriped suits. Nothing like a dash of populism to spice up a sales pitch for poultry! (Of course, the historically minded among you will recall it was Herbert Hoover’s 1928 campaign, not the New Deal, that promised “a chicken in every pot.”) The format of the spot, in which people use a hay bale as a soapbox from which to declare why they like Gold’n Plump, creates a context in which it seems natural to find a man saying, “I like that I’m supporting people who wear overalls, not pinstripes.” Other remarks focus more conventionally on the fact that (as far as the Minnesota target audience is concerned) Gold’n Plump is local fare, as when an elderly woman says, “I like that I’m supporting the local economy.” This sort of thing could easily take on a sanctimonious tone, but the spot inoculates itself against that danger by starting out with the diffident testimony of young woman who’s standing on her hay bale in the midst of a city. After saying, “I like the fact that it’s raised in my back yard,” she modifies her remark: “Well, not literally. That’d be weird.” This caveat assures us that Gold’n Plump doesn’t take itself unduly seriously, even as it urges consumers to “Get vocal about local.” –Mark Dolliver