In 2012 Perdue spent a year advertising the USDA process verification and veggie-feed programs, but they didn’t see the results they were hoping for. They needed a way to simplify the message and, more importantly, get people to pay attention.

The new Perdue “toons” campaign uses simple illustrations and animation to explain the important (albeit complicated) things Perdue does to bring America better chicken.

The result is an integrated campaign that is clear, fun, fresh, informative and virtually impossible to ignore.

Simple storytelling was the key to getting people to understand Perdue’s points of differentiation. But it was also critical to keep the execution simple. Our team of illustrators, animators and visual effects artists helped establish the 2-D cartoon look of the campaign. From there, we customized and deployed this content for broadcast, social media and multiple digital media channels, including home page takeovers, interactive rich media, gaming, Flash banners and pre-roll units.

For Perdue, this campaign was a giant step outside their comfort zone. They have been running live-action testimonials from Frank and Jim Perdue for 40 years. To acknowledge that there might be a better way to break through to young moms was a huge step for the brand.

And most importantly, taking this risk has paid off. Perdue’s unaided brand awareness increased by 30%, and sales increased 5% after years of decline.