The word, “underperforming” in a full-page ad is guaranteed to attract attention in The Wall Street Journal. Mischief @ No Fixed Address and plant-based food brand, Alpha Foods, combined it with the word, “male”. You can already guess that it caused a buzz.

Male egos were only appeased by the body copy which explained, “… when we say ‘underperforming males’ we’re referring to a group of roosters. And when we say ‘crash the market’, naturally we do mean the chicken market. That’s correct, chicken prices have skyrocketed, causing a critical spike in chickenflation.

“And while we may not know exactly how ‘the economy’ or ‘the stock market’ or ‘anything else’ works, we do know the word ‘chicken’ plus the word ‘inflation’ makes the word ‘chickenflation’. And apparently, that’s all it takes to place an ad in here.”

Apparently, that’s all it takes to place a digital billboard on NASDAQ in Times Square also.

On Chicken Wing Day on July 29 (yes, apparently, that is a thing in the US), Alpha Foods turned itself into a champion against chickenflation by slashing prices of its own chik’n nuggets. To keep the chicken market in check, as wing prices increase, Alpha plant-based chik’n prices decreased.

In a statement, the company promised to monitor “the crisis” from July 29 at www.chickenflation.com and update its prices by mimicking the cost increase of chicken with the correlating falling price. Street teams handed out discount coupons outside Popeyes and other locations throughout Times Square. Discounts are also still available online. The discount plays into the difference in inflation for the week, allowing customers to take approximately 29.5% off their purchase.

Mischief creatives, Tanner Thompson and Dana Buckhorn, stated, “Using some pretty questionable knowledge of the stock market and a lot of Google searches for ‘big financial words,’ we were able to create a market tracker on the NASDAQ board as well as a market update in the WSJ. It’s not the first time underperforming males have crashed the market.”