In this Perdue Campaign, I worked with 2 Art Directors and another Copywriter. We were tasked to get families with teens to choose Perdue Chicken prepared (frozen) items, specifically Perdue’s Air Fryer Ready Wings. Our target audience was teens and mothers. The brief asked us to create a 360 campaign, while focusing on bold or engaging social content.
We developed a Gen Z–focused campaign, positioning Perdue’s Air Fryer Ready Wings as a way to make restaurant-quality wings at home, while challenging consumers' idea that restaurant food or takeout is always better than what you can make at home. The campaign leaned into youth culture with a bold visual identity and an emphasis on time-saving, crispy convenience.
Insight:
People tend to trust restaurant food more than homemade meals, especially kids.
📱 My Role:
I helped develop the core insight that powered our creative direction, focused heavily on the TikTok activation, and also helped develop the takeout box idea.
Notably, I utilized my knowledge of Tiktok trends to craft a fun and relatable social concept that highlights how fast, crispy, and satisfying these wings are. Drawing from a personal TikTok I made-- where I successfully tricked my dad into thinking vegan burgers were real burgers-- reimagined the idea for Perdue. In our concept, a mom convinces her kid that the Air Fryer Ready Wings are takeout, tapping into the perception that branded food is automatically better.
