Gold’n Plump Unveils ‘Mom Squad’ Campaign

Gold’n Plump, a brand of St. Cloud, Minn.-based GNP Company, has launched a new campaign called “The Mom Squad,” designed to help consumers avoid “bad” chicken.

In each execution of the campaign, The Mom Squad “agents” remove chicken that is injected with sodium-solution or has untrimmed fat or unwanted parts, replacing it with Gold’n Plump all-natural chicken. The campaign reinforces Gold’n Plump’s commitment to premium-level product and introduces a new brand tagline, “Good chicken is our mission.”

In a recent consumer survey, Gold’n Plump found that 64 percent of consumers are changing the way they shop compared to a year ago, 77 percent of which are shifting their focus to buying more healthy foods.

“Gold’n Plump stands for chicken done the right way, not the easy way,” said Rory Bidinger, Gold’n Plump’s brand advocacy and marketing manager at GNP Company. “Through our new campaign, we’re inviting shoppers to take a closer look at the meat case.”

Bidinger continued, “Our hope is that The Mom Squad – out to protect and serve good chicken – inspires consumers to connect high-quality chicken with better meals and a better overall value. You’re not paying for unwanted fat or pieces, or added solution.”

To accompany the campaign, Gold’n Plump has launched a revamped website featuring a new recipe center, a cookbook feature and “The Mom Squad” hub including “agent” profiles. The campaign also includes television and radio spots, print advertising, various online advertising and event and grassroots marketing.