Reinvigorating a 105-year-old chicken brand to reclaim their position as the rulers of the roost.
Winging It
The National Chicken Council projected 1.47 billion wings would get gobbled up during Big Game 59. So how could the brand make wings less of a default and more of a moment in the minds of the masses? No $8 million dollars for just 30 seconds. Perdue opted for four quarters of entertainment, launching a never been done before “Winging It” live improv show with none other than Wayne Brady. Songs, skits, special guest drops, suggestions from the audience and a whole lot of crispy chicken wings would stream from Wayne’s social channels. Absolutely nothing scripted. Let’s just say the show had way more twists and turns than the actual Big Game matchup.
- Social Media
- Creative Campaign
- Earned Creative
NEVER BEFORE BIG GAME SCORE
More than seven million people were reached on game day. Viewers who tuned in dropped thousands of comments with suggestions for skits to inform the fun. Additional early-read results include:
- +11M organic social impressions; +52M paid social impressions with engagement rate of 87%
- Secured 338.8M media impressions with top placements in People, Insider, Yahoo! News and various top DMA broadcast outlets.
GETTING POINTED ABOUT NO ANTIBIOTICS, EVER
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. To further double down on how just how clean Perdue’s chicken feed is, it launched Chix Mix—made from 95% of what Perdue’s chickens actually eat. Transparency as a snack for humans with just a little BBQ seasoning.
- Social Media
- Packaging
- Brand Experience
- Earned Creative
- Broadcast
- Influencer
Chix Mix forced America to ask itself: What’s in my food’s food?
GONE
Limited-edition Chix Mix scooped up in under two minutes
100%
Positive sentiment
1B+
Earned-media secured
DESERVE, DESPITE IT ALL
Parents love their kids, but don’t always like them. And they know at the end of the day, they still have to feed ‘em… and care that they eat well. This brand campaign highlights the hilariously awful things kids do every day, with Chris and Ryan Perdue showing up to recognize mom for the amazing meal she made, despite it all.
- Social Media
- Creative Campaign
- Brand Platform
- Broadcast
Where honesty, comedy, naughty kids and chicken live in harmony.
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A refreshed approach to social content strategy and creation delivered tastier, more fun mealtime moments to feeds everywhere.
Feast your eyes this holiday! And don’t blink or you’ll miss a chance to snag some savings.
