s your favourite chicken recipe as chewy as rubber? Does the fowl leave a bad taste in your mouth? "Don�t blame your cook", says a series of ads from the Poultry Development Promotion Council (PDPC), blame it on the chicken. Conceived by O&M;, Mumbai, the campaign has been launched to create awareness among consumers about the quality of chicken they purchase.


"In many markets, consumers buy big birds, which are not as tasty as smaller ones. This is a practical problem facing the industry, which The Big Chicken campaign has been created to address," says Sagar Mahabaleshwarkar, senior creative director, O&M.; In fact, there are two different series of ads under the campaign. The first three ads - A Cook�s Nightmare, Spoils a Party and The Unchewable Affair - inform consumers about big chickens versus small. The three ads that follow in the series - Rubber Chicken, Silly Chicken and Chicken Lollyflop - spoof popular recipes and try to educate people about how to choose a small chicken.
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