Gold’n Plump is a local poultry company. Although they have many large competitors (Tyson, Perdue Farms, etc.), they strongly target their local audience and encourage them to support their local businesses as well as highlight the freshness of local poultry. Gold’n Plump frequently runs television and radio ads that speak to their chickens’ elite quality or localness. They also interact with the community very well on their Facebook page. They encourage their fans to “celebrate grilling season,” fill in the blank regarding various chicken-related topics, provide new recipes, try new products, and participate in contests to win cash or chicken (wait, did I just write, “win cash or chicken?”). Regardless of the prizes, their Facebook page provides relevant and relatable content for Minnesota and Wisconsin families.
Gold’n Plump’s marketing strategy, based on their marketing techniques and advertising language, seems to be to create loyal customers out of their local client base. In order to do this, they put a huge amount of emphasis on the advantages and superior quality of their local chicken. Their ads typically include either “Minnesotans” sharing why their prefer Gold’n Plump chicken or the chickens themselves proving why they deserve to be on your table more than any other chicken.
Do what Gold’n Plump wants: watch this commercial, relate to the people in it, and go buy some chicken. Also, laugh at the joke I just made up:
Summer School... 
The straw bale ties the scenes together, but to me it just doesn’t say “chicken.” It conveys farming, but I don’t know any chickens that perch on straw bales, do you?
I agree, there is a bit of a straw bale-chicken disconnect. In this commercial I saw the straw bale as more of a “local farm soapbox” from which relateable Minnesotans could express their positivity about Gold’n Plump Chicken as a company, not necessarily the product itself. Which, I suppose, raises another interesting question: in order to be a successful advertisment, must an ad feature the product itself, or can it positively represent the company providing the products and be just as successful?
Thanks for the information, I love trying to recipes, and I love chicken!