In the last couple of years, the poultry industry has sharply reduced its use of antibiotics, responding to concerns among public health officials and regulators about the rise of antibiotic-resistant bacteria. But ... Sanderson Farms, the country's third-largest poultry producer, has started an advertising campaign to defend its continued use of antibiotics. The ads feature two blue-collar men, Bob and Dale, in plaid shirts and baseball caps talking about the labels on chicken. The ones that say 'raised without antibiotics,' " Dale says in one of the ads, "That's just a trick to get you to pay more money." Sanderson's marketing campaign ... is likely to intensify the already fierce fight over the use of antibiotics in agriculture. Consumers, advocacy groups and corporate customers like McDonald's and Chick-fil-A have said they will buy only chicken raised without the antibiotics used to treat humans. Those commitments and others ... have persuaded four of the five large American poultry producers to begin reducing their reliance on antibiotics. But not Sanderson. The Centers for Disease Control and Prevention has repeatedly expressed concern that the use of antibiotics in animal husbandry is contributing to the rise of antibiotic-resistant bacteria. In a 2013 report, the agency linked two of 18 antibiotic-resistant bacteria to the use of antibiotics in animals.