Sanderson Farms is utilizing the expertise of a chicken in a campaign designed to explain the brand’s common-sense approach to raising chickens.
One spot, ‘Penguins,’ sees the chicken on a trip to Antarctica where it’s chillier than he bargained for, saying that being on the ice with the flightless water birds is “really, really cold” as he watches the penguins dive into the icy waters. The ending voice over states that Sanderson never freezes its chicken.
The second spot, ‘Pricey Gift,’ finds the chicken chatting with a couple in their suburban living room. Turns out, the couple got the chicken an expensive gift on their travels – a tacky Faberge-style egg. “Don’t spend too much on chicken,” says the voice over.
The third spot, ‘Restaurant,’ showcases the chicken being put in a sticky situation when he is served a ‘vegetarian special,’ at a higher-end restaurant, which makes him uncomfortable because, as he tells the young waiter, chickens aren’t vegetarians.
The work, created by BBDO Atlanta, will run on TV and radio across 38 markets, as well as in digital and social media.
Agency: BBDO Atlanta
Client: Sanderson Farms
Chief Creative Officer: Robin Fitzgerald
Senior Creative Director: Mike Hanley
Creative Director: Patrick Lindsey
Group Creative Director: Craig Miller
Chief Strategy Officer: Tricia Russo
Associate Head of Strategy: Nigel Tribe
Senior Director: Tami Oliva
Account Director: David Welday
Executive Producer : Jenny Russo Novak
Steve Miller: Director
Production Company: Radical Media
Editor: Merritt Duff @ Beast (Restaurant & Pricey Gift)
Editor: Adam Leibowitz @ Beast (Penguins)
VFX: The Mill
Sound: Co3 Audio (Restaurant)
Sound: Heard City (Pricey Gift, Penguins)