PERDUE: "Beer Can Chicken Beer" Tapping consumer trends to win sales during summer grilling: Chicken takes a backstage in the summer as other meats rule the grill. Perdue, a leading poultry brand, wanted put chicken top of grill. Our reaserch uncovered that searches for “beer can chicken” recipes spike 20% in the weeks before Memorial Day with fans debating the best beer to use. To settle the debate, and own this grilling occasion for Perdue, we created Perdue Beer Can Chicken Beer, the first and only beer brewed specifically for making beer can chicken. Perdue asked us for a chicken fight. We took a long pull on a ice cold one and wondered, how do you get invited to all the parties? You bring the good beer. So, we made one.
RESULTS:
•673 total earned placements & 3.3B total earned impressions
•91% of all online placements have positive sentiment.
•89% of all online placements include Perdue in the headline.
•66% of all online placements include mention of the chicken
•7% lift in chicken sales over Memorial Day
•LTO packaging sold in retail
