DINNER DETOX

INSIGHT: People don’t want to eat food with antibiotics.

BIG IDEA: Detox your dinner.

ART DIRECTOR: Olivia Valcourt COPYWRITER: Jack Levin

Smartphone screen displaying a pop-up notification from Perdue about a website sharing feature, with app icons for social media and messaging, and a web page about chicken and antibiotics with a picture of fried chicken.
Two smartphone screens showing a food app. The left screen displays the title 'Dinner Detox' with a subtitle about removing antibiotics from fast food chicken. The right screen prompts users to enter dinner details, with fields pre-filled with 'Chick-fil-A' and 'Chicken sandwich', and a background image of fried chicken.
Two smartphones displaying an app called PERDUE with text about detecting antibiotics in food and showing a burger image.
Two smartphones displaying a mobile website for Perdue. The left screen shows a blue background with white text saying "UNFORTUNATELY, YOUR FOOD ISN'T GOING TO DETOX ITSELF." and a small arrow indicating more. The right screen shows an image of fried chicken with dipping sauce, with text below stating "SO, WE'LL DO IT FOR YOU. AND THIS TIME WE'RE NOT LYING. HONEST. Tap the button, and Perdue will deliver you a chicken meal that's actually worth eating." Below that is a button labeled "ORDER FREE MEAL." The background behind the phones has white text on black outlining the story of users claiming a free Perdue meal after declaring a chicken emergency.
A mobile phone displaying a food ordering app for Pendue with options for chicken sandwiches, chicken nuggets, fried chicken, and chicken Caesar wraps on the screen. The app has a blue and white color scheme.
Two smartphone screens showing a map and delivery details for a Chick-fil-A restaurant on Boylston Street in Boston, MA, with a message about emergency meal delivery.
A white food truck with graphics of fried chicken pieces on the sides and a sign that says, 'When getting fast food chicken feels more like a pharmacy run. Perdue chicken. Always antibiotic free.' in blue text.
A white food truck parked on a city street with a large open serving window showing the kitchen inside. The truck has two images of fried chicken on the side and a slogan in blue text that reads, "Nothing says 'I have good taste' more than posting antibiotic free chicken." There are trees and brick buildings in the background.
Two smartphones displaying social media posts about the Perdue chicken truck. The left phone shows a post from Jill Leone with an image of the truck, and the right phone shows a close-up of the truck's front, with a caption about visiting CVS and the truck's Perdue branding.
A large blue poster on a tiled wall promoting Perdue's new app, claiming it digitally removes antibiotics from any chicken from any restaurant. The poster includes small text saying that antibiotics are for patients, not poultry, and features the Perdue logo in the bottom right corner.
Billboard advertising Perdue's new app that removes antibiotics from fast food chicken, with a humorous message about lightning strikes.