Perdue Chicken is introducing the brand's new “Chicken Plus” line of nuggets--tenders and patties with vegetables combined inside—with a campaign that uses hidden cameras and is targeted to parents.
The campaign, developed with The VIA Agency, shows Perdue spokesmen shocking kids in a school cafeteria with the ability to eat chicken nuggets as well as vegetables with the new line of nuggets. Kids deemed it "sneaky" but we're also impressed.
Sample the work here.
Perdue has earmarked $20 million for media, including national TV, print, Facebook and Instagram, print and digital coupons as well as free-standing inserts, display banners, podcasts, and PR support.