Perdue Farms Shows It's Not Too Chicken to Change in Latest Campaign

Perdue Farms is not too chicken to take aim at the rest of the poultry industry with their latest campaign. In a new hidden camera spot created by VIA, Perdue compares their chicken feed to the 'Other Guys'. Using real people and real reactions, they are shown the blood, bones, animal fat and other unpleasant animal by-products that most of the chicken industry uses in their feeds.

The 'Other Guys' feed is then contrasted with Perdue’s, where you won’t find any mystery ingredients in the all-vegetarian feed, which contains corn, soy beans and wheat. Perdue is committed to raising animals with care to deliver great-tasting chicken on tables across America, and more importantly, are 'Not Too Chicken To Change', as the tagline drives home.

“To work with a company so willing to confront the shadiness in its own industry is just awesome. Perdue deserves a ton of credit for speaking out,” said Amos Goss, creative lead, VIA. “To look in the mirror, make the commitment to improve and be ‘Not too Chicken to Change’ really takes courage - it’s also a marketers dream.”

'Not too chicken to change' speaks to the journey Perdue is on to continuously improve their practices and products in service of their customers. Better feed is just one part of this: Perdue is also not too chicken to call out the industry in their ads, go against industry norms and change how they raise their animals, invent new products, new ways to use them and better ways to cook them (or not!).