LOOK & FEEL
We reinvigorated a 100-year-old chicken brand so they could reclaim their position as the rulers of the roost. With a top-notch reputation, an amazing product line and full control from farm to fork; the only thing Perdue seemed to be missing was the ability to connect and converse with its consumers. That's where we stepped in to help out.
“To kick things off, we put together a playbook where we developed a tone of voice and a bold look & feel so the chicken looks just as good as it tastes. Built from the ground, up, we combed over every detail to provide anyone with the guardrails needed to make beautiful and consistent work for the brand. Then threw open the barn doors and went wild.”
BRAND AWARENESS: BROADCAST
EARNED MEDIA: CHIX MIX
Consumers in the U.S. rarely pay attention to the environment in which chickens for consumption are raised, let alone the quality of food that suppliers feed the chickens. We wanted to prove Perdue uses the cleanest and healthiest chicken feed around. How? A snack called Chix Mix.
While the biggest rival was feeding its chickens animal by-products and antibiotics in nearly every meal, Perdue doubled down on their clean, all-vegetarian chicken feed. Made of 95% of what Perdue’s chickens actually eat, Chix Mix was corn, puffed wheat and edamame…plus a little barbecue seasoning just for the humans. Most important, there were no steroids, no hormones, no animal by-products and no antibiotics ever. So clean, humans can eat it. Chix Mix was transparency as a snack, and on a little budget it took off, forcing America to ask itself…what’s in my food’s food?
BROADCAST: NO ANTIBIOTICS EVER (NAE)
DIGITAL STUNT: FAUX FIREPLACE FEAST
Americans love fake fire season and basking around the glow of an on-screen yule log. As the cost in XL televisions plummets, the rise of the digital flame has arisen, with millions tuning in for hours on end every December. But what they’re not devouring in December is chicken, a month when bird sales slump big time.
The Perdue Faux Fireplace Feast aimed at taking on both those insights by rewarding the most dedicated fake fire fans of the season. Try not to blink during the over 10 straight hours of rotating crispy chicken and you may be lucky enough to notice a fleeting QR code gifting you yuletide savings on chicken this holiday season.
SOCIAL
