Dinner Detox - Perdue Chicken
Awards: Ads of the World 2024
Goal: Get families with teens to choose Perdue prepared items by showing them that with Perdue, they can recreate restaurant-quality taste at home.
Insight: People don’t want to eat food with antibiotics.
Big Idea: Detox your dinner.
Art Director: Olivia Valcourt
When customers visit fast-food chicken restaurants, they’ll receive an airdrop alerting them about antibiotics in their food.
However, they’ll also be introduced to a new solution: an app that digitally "detoxes" antibiotics from their meal through their phone.
The app enables users to input the food they're eating and the restaurant they're visiting to contribute valuable "data."
Users will "scan" their food to initiate the detox process, but they’ll soon encounter an error message, revealing that it’s impossible to remove antibiotics from food.
After encountering the error, users will have the opportunity to order a Perdue meal as a solution to still wanting chicken but not wanting the antibiotics.
People will be able to choose the Perdue meal they want.
This will send your location to a Perdue emergency food truck and they’ll drive to your location to give you you’re free Perdue meal with no antibiotics.
The truck encourages people to share their experience on social media, helping spread awareness about the Perdue truck's mission to prevent people from unknowingly consuming chicken with antibiotics.
Outdoor billboard that continue to spread the awareness of some chicken having antibiotcs.