Perdue - Chix Mix

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.