Perdue No Antibiotics Ever Campaign | Fresh, Quality Chicken | Clapboard Ad Archive

No Antibiotics Ever

Description

In 2023, Perdue, the leading fresh chicken brand in the United States, launched the integrated campaign "No Antibiotics Ever" to reaffirm its unwavering commitment to antibiotic-free poultry in direct response to a competitor’s decision to reintroduce daily antibiotics in their flocks. Developed in collaboration with the agency Colle McVoy, this campaign strategically utilizes a single, impactful :30 broadcast spot featuring Jim Perdue alongside his sons, who emphasize the brand’s dedication to raising chickens on a high-quality, antibiotic-free, vegetarian diet. To deepen engagement and connect with consumers on a tangible level, Perdue introduced Chix Mix, a limited-edition snack inspired by the very chicken feed used in their farms, reinforcing transparency and trust in their farming practices. Amplifying the message beyond audiovisual media, Jim Perdue also authored an open letter published in the Wall Street Journal, underlining the brand’s steadfast commitment to antibiotic-free poultry and challenging industry norms. The campaign’s media plan extends across national linear television and targeted regional online video and connected TV platforms, ensuring broad and precise reach to consumers seeking healthier, natural food options. Through a combination of trusted spokespersons, product innovation, and authoritative communication, the campaign effectively solidifies Perdue’s leadership position in poultry quality and appeals to a growing audience attentive to food integrity and wellness standards.

Credits

Client

Perdue

Agency

Colle McVoy

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Campaign Proposition

The Perdue "No Antibiotics Ever" campaign reinforces the brand’s commitment to delivering high-quality, antibiotic-free chicken to consumers. In direct response to a competitor reintroducing daily antibiotics in their poultry, Perdue positions itself as a trustworthy leader in poultry production by emphasizing its longstanding pledge to raise chickens without antibiotics and to feed them a vegetarian diet. This clear value proposition seeks to assure health-conscious consumers who prioritize transparency and food safety in their purchasing decisions. The campaign employs a multi-platform strategy that combines traditional broadcast and digital channels to maintain a wide but targeted reach. The central narrative features Jim Perdue and his sons, lending authenticity and a familial, leadership voice to the brand’s message. An open letter published in the Wall Street Journal serves to deepen consumer trust and amplify the brand’s stance within a reputable news environment. Additionally, the launch of Chix Mix, a limited-edition snack inspired by Perdue’s chicken feed, creatively ties product innovation to the brand’s core promise, providing a tangible extension of the campaign’s message. By addressing a competitor’s reversal on antibiotic use, the campaign taps into consumer concerns around food quality, health, and ethical farming practices. The integration of a personal narrative, educational content, and product innovation supports a cohesive market approach designed to reinforce brand loyalty and differentiate Perdue in a crowded food industry landscape. Targeting a national audience through both linear TV and regional digital media ensures broad visibility while aiming to engage consumers attentive to both traditional and emerging content platforms.

Creative Device

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