Anti-Sog
ART & COPY: Olivia Valcourt
AWARDS: Ads of the World
Anti-Sog repositions Perdue's Air Fryer Chicken line by declaring war on the real enemy: soggy takeout. While delivery has become the norm, nobody talks about what happens to your food in those 15 minutes between the restaurant and your door—the steam, the grease, the sad, moisture-logged breading. This campaign uses sweat as a visual metaphor for sogginess, turning everyday moments into reminders that your chicken deserves better.
Out of Home
Perdue will transform bus shelters into takeout containers with mist to make commuters experience what their chicken goes through.
Experiential
At various marathons across the country, runners will receive Perdue-branded foil blankets that use their post-race sweat to drive home the anti-soggy message.
The marathon will serve as built in PR with earned media coming from social posts
Digital
During the Super Bowl, a DoorDash integration interrupts orders to offer Perdue as a faster, crispier alternative to soggy game-day takeout that they can order right on the app.
Social
Perdue will create an account on Instagram where people can submit their worst soggy takeout experiencesand compete for a chance to win free Perdue Chicken for a month.
