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
Tease Landing Page (Broken into sections)
Secret Code Social Promotion
New Package Reveal Video
New Package Reveal Interstitial Page
New Package Landing Page
New Package Reveal Promotion Video