Perdue Farms social media campaign with actor Wayne Brady to remind 2025 Super Bowl viewers to “wing it” with the new Air Fryer Ready Crispy Wings helped drive sales, brand awareness and consumer engagement.
The chicken foodservice brand was recently named a finalist for the 2025 Chicken Marketer of the Year. This award recognizes excellence in marketing and public relations campaigns in keeping chicken as the protein on the center of the plate.
Find out who will win the 2025 Chicken Marketer of the Year award at the Chicken Marketing Summit at the DeSoto Savannah in Savannah, Georgia, on July 28-30, 2025
This one-of-a-kind event will feature two content tracks. The first will focus on consumers and how technology impacts them, while the second will look at the impact new technologies have from an operational standpoint for chicken companies, retail and foodservice.
Registration is now open.
Reconsidering big game rituals
The partnership with Brady was an invitation for fans to reconsider their Big Game rituals. Perdue wanted to give fans the ability to avoid packed sports bars and unreliable meal delivery services in favor of chicken wings made with their own air fryer.
Throughout the campaign, teaser videos on national television, social, e-mails, web ads and more fueled interest with the question “What will Perdue do for the big game?” On Super Bowl Sunday, Brady took to social media to improv or “wing it,” while eating the Perdue wings.
The marketing strategy was successful, increasing sales, brand followers and incremental return on ad-spend (iROAS) for Perdue.
Attend the 2025 Chicken Marketing Summit
The 2025 Chicken Marketing Summit will be held at the DeSoto Savannah in Savannah, Georgia, on July 28-30, 2025. This one-of-a-kind event will feature two content tracks. The first will focus on consumers and how technology impacts them, while the second will look at the impact new technologies have from an operational standpoint for chicken companies, retail and foodservice.
Serving a unique cross-section of the chicken supply chain, the Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
Registration is now open.
