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Perdue Chix Mix: Chicken Feed. Human Snack.
Agency Colle McVoy / Minneapolis, MN + Perdue / Salisbury, MD + Exponent / Minneapolis, MN + Edible Inc. / Los Angeles, CA
Category
Brand Voice
Annual ID
OS24_PR049M
About the Work
Perdue, one of America’s oldest family-owned chicken suppliers, wanted to prove that they use the cleanest and healthiest chicken feed around. So, while their biggest rival was feeding their chickens animal byproducts and antibiotics in nearly every meal, Perdue doubled down on their clean, all-vegetarian chicken feed ... by turning it into something Americans love most: a snack called Chix Mix. Chix Mix was a wake-up call, prompting Americans to look more closely at their chicken, and at their chicken’s feed. Made from 95% of what Perdue's chickens actually eat, Chix Mix was corn, puffed wheat and edamame (plus a little barbeque seasoning, just for the humans). Most important, Chix Mix had no steroids, no hormones, no animal byproducts and no antibiotics ever. So clean that humans can eat it. It was launched at the Animal Care Summit, sparking interest from some of the biggest animal welfare advocates in the country, and then it took off in earned media. Chix Mix was transparency as a snack, garnering over 1 billion in earned impressions with 100% positivity across over 500 media placements. It was proof that Perdue cares as much about what it feeds its chickens as it does what it feeds consumers. And Chix Mix made America care more too.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Colle McVoy / Minneapolis, MN
PR / Marketing Agency
Exponent / Minneapolis, MN
Edible Inc. / Los Angeles, CA
Client / Brand
Perdue / Salisbury, MD
Associate Creative Director
Carl Martin
Lauren Colasanti
Chief Creative Officer
Ciro Sarmiento
Creative Director
Chris Schults
David Hahn
Zach DeBlaey
Designer
Greta Hatzung
Executive Creative Director
Dustin Black
Brand Strategy Director
Amanda Lane
Senior Creative Technologist
Charlie Hield
Senior Producer
Sandra Chute
Chelsey Wirth
VP, Group Creative Director
Meghan Figueroa
Account Director
Sara Robino
Account Supervisor
Kate DeNucci
Katie Vacca
Associate Account Director
Britanny Gerdin
Associate Producer
Grant Maxfield
Chief Executive Officer
Christine Fruechte
Dan Niblo
President
Henry Ferry
Jessica Henrichs
Product Packaging
Jenn Paredes
Project Manager
Kennedy Bilse
Senior Vice President
Carrie Becker
SVP, Integrated Production
Laurel Osman
SVP, Marketing
David Zucker
VP, Director of Studio
Eric Skaare
VP, Group Account Director
Natalie Maiser
VP, Group Design Director
Diana Quenomeon
VP, Group Earned Creative & Media Relations Director
Andrew Miller
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