When PERDUE decided to refresh their packaging to a more modern, Millennial-focused look, they were worried consumers wouldn’t recognize the brand they’d come to love. To get ahead of this, I created the SOMETHING BIG IS COMING Top Secret-style campaign to tease the big change coming to PERDUE.
We created a teaser video that kicked off a six-week consumer promotion, where consumers could win weekly prizes as well as a chance to win a year’s supply of chicken. Consumers got a weekly code word on Facebook and Instagram and entered it on a customer landing page. An interstitial pop-up on PERDUE.com directed consumers to the contest and landing page as well.
After the new packaging was revealed, we switch the interstitial and landing pages to showcase the new package. A new promotion offered consumers a $5-off coupon to the first 1,000 consumers to try out the new look.
Tease Kickoff Video
Secret Code Social Promotion
New Package Reveal Video
New Package Reveal Promotion Video