Alpha Foods Campaign: Chickenflation

In 2021, the price of chicken was skyrocketing. So with the help of our creative agency, our team at Alpha Foods began a bold campaign to capitalize on this and bring attention to plant-based chicken. The goal was to build buzz for the brand by capitalizing on a real-time, cultural moment. We created a unique landing page to closely monitor the “chickenflation crisis” and we decreased the price of Alpha Chik’n Nuggets by a cent for every cent that the price of chicken increased. During the campaign, consumers were able to claim coupons for Alpha Chik’n Nuggets from street teams in Times Square and online through the e-commerce platform.

Results:

• Total Impressions: 16M Impressions

• Site Traffic:

  • ​​141% higher total single-day traffic on the day of launch

  • 14% higher average daily traffic from organic search during the week of the campaign vs. previous week

• Online buzz: mentions of Alpha on social spiked 98% on day of stunt compared to prior week

Credit: Mischief Agency

My Role: Overseeing digital execution across platforms and ensuring strategic and brand alignment