• by Fern Siegel , July 8, 2024

Pilgrim's wants to disrupt the chicken category. So it enlisted Terri & Sandy, which won the business in late 2023, to shake things up.

The agency's new digital-first campaign — "Put It In A Nugget" — is accompanied by a 1990s rap song and video that takes chicken nuggets to new, unexpected places. The work promotes the brand's new flavored lineup: Pilgrim’s Ultimate Nuggets, Pilgrim’s Cheesy Jalapeno Loaded Nuggets, Pilgrim’s Chicken Pot Pie Loaded Nuggets, Pilgrim’s Mini Nuggets, Pilgrim’s Buttery Mini Nuggets, Pilgrim’s Zesty Ranch Mini Nuggets.

The campaign will also run across paid media on Meta and YouTube and organic social. In addition, the marketing push highlights Pilgrim’s bold new packaging, designed by Jones Knowles Ritchie.

"Pilgrim's is setting out to change the chicken nugget game, and we wanted our campaign to reflect this bold, innovative spirit," said Chris Cannon, creative director at Terri & Sandy. "That's how "Put it in a Nugget" was born. It's an anthem that tells the world we're putting all the flavors they're obsessed with in a crispy, tasty nugget."

Chicken nuggets represent 40% of the frozen cooked chicken market, according to Circana data provided by Pilgrim’s. However, the grocery store aisle does not have much variety, with 97% of all new nugget products just being changes in pack size.

“Today’s consumer does not want to eat boring chicken, but the lack of variety in the frozen chicken aisle has left them with dry, bland and forgettable options,” said Sergio Nahuz, president, Prepared Foods and CMO at Pilgrim's U.S. “Our new brand is bold and imaginative with nuggets that put taste at the forefront, because we’re not chicken about chicken.”

Terri & Sandy's client work includes Freshpet, BJ's, Disney Princess and Sennheiser.