Brief
Perdue is the #1 chicken brand that guarantees crispy, restaurant-quality chicken at home in just 15 minutes. However, home delivery platforms have become one of our biggest competitors, convincing our users to enjoy the best fried chicken from them instead.
Insight
Restaurants may promise to have the best crispy chicken in the world, but when they deliver it to your home, what consumers end up receiving is soggy, wet, and mushy chicken. Where’s the crispy quality in that?
Idea
We opened a criminal case against the chains delivering soggy chicken to homes, asking consumers to submit their evidence to take the case to “court.”
Our Out of Home ads will spread awareness about our criminal case, and give consumers the resources to report their case of soggy chicken.
Our Micro-Site will inform the public on the crimes committed by delivery services.
They'll read witness testimonies, hear from our experts, and get the opportunity to share their soggy chicken stories.
Our Mockumentary will give the public a detailed, behind the scenes look at the investigation lead by the Crispy Investigation Department (C.I.D.)
The Crimefighters
Meet the CID
The Crispy Investigation Department (CID) is the nations leading justice department in the fight against soggy chicken. With the help of Perdue, the CID hopes to put an end to crimes against crispiness, and bring peace to the families affected.
