As news broke that Perdue’s main competitor was going back to feeding their chickens antibiotics to combat health issues, Perdue had to act fast to reinforce their commitment to using no antibiotics ever. Broadcast explored the absurdity of using antibiotics, while print and social conveyed their earnest family commitment and the importance of reading labels.

• Social Media
• Print
• Creative Campaign
• Brand Platform
• Broadcast

While Perdue’s biggest rival was feeding their chickens animal byproducts and antibiotics in nearly every meal, Perdue doubled-down on their clean, all-vegetarian chicken feed. Enter Chix Mix. Made from 95% of what Perdue’s chickens actually eat, Chix Mix was corn, puffed wheat and edamame…plus a little BBQ seasoning just for humans. It was transparency as a snack.

• Press
• Earned Media
• Packaging
• Brand Experience
• Earned Creative
• Influencer

A social playbook with an evolved tone of voice and a bold look and feel made the chicken look just as good as it tastes. A steady stream of content, social and always-on creative brought the brand to life across multiple platforms.

• Social Media
• Content Creation
• Content Strategy

Every December people’s love of watching hours of fake fireplace footage goes up at the same time their chicken purchasing goes down. To assert Perdue into this cultural fire-watching phenomenon, we created hours of gorgeous, crispy rotating chicken, rewarding loyal watchers with a coupon.

• Earned Media
• Brand Experience
• Earned Creative
• Couponing