Social

Perdue wanted a hack into the big game, on the biggest wing-eating day of the year while avoiding the big broadcast media buys. To reinforce the greatness of their air-fryer wings, we partnered with the master of inprov, Wayne Brady, to literally wing an entire show on social media, based on the real-time happenings of the game, and actual submissions on social.

Perdue’s biggest competitor announced it was going back to feeding its chickens antibiotics, before they’re even sick. This was a bullet in the chamber for differentiation for Perdue, the pioneer in an all-vegetarian, no antibiotics ever diet for their chickens. We needed to wake up America to this fact, so we created Chix Mix along with an integrated campaign of broadcast, social, audio and print to support. It balanced surprising creative approaches with an earnest set of values maintained through generations in the Perdue family.

Turns out people don’t get into chicken over Thanksgiving. But most prefer it to turkey. How could Perdue breakthrough at an unlikely time to get more chicken on more minds during the holiday? Yes, a Chiclucken.

Perdue was launching their brand new Air Fryer Ready Crispy Wings during football season, and was also looking to build awareness of new leadership, brothers Chris and Ryan Perdue. To do both, we leaned into a classic rivalry spirit (and brotherly sparring) with a social campaign fanning the debates around flats v. drumsticks, among other delicious topics like single-dipping v. double-dipping and carrots v. celery.