Meat-processor Perdue has released a new campaign starring its free-range chickens, created by full service creative agency, VIA. The fun, tongue-in-cheek cartoon series titled 'On the Range' expresses the idea that free range chickens are happier, healthier and more natural, showcasing the richer and more interesting lives of Perdue free range chickens.
Perdue felt that the cartoon series was a fun, interesting and memorable way to showcase the encounters and experiences of a free range chicken. Just the fact that they see other animals, bugs, famers, plants etc, they get to live like chickens vs. conventionally raised chickens. Rather than just take pictures of chickens outside, the brand thought a cartoon series would be more engaging and shareable. So, VIA partnered with Hilary Price, award-winning cartoonist behind the syndicated daily newspaper comic series 'Rhymes with Orange
', to develop 'On the Range'.
The comic strips will be showcased across Perdue's social channels and will be executed in three phases, one for each comic, 'Tastes Like Chicken', 'The Chicken Dance' and 'Showoff'.
"I’d much rather be human than be a chicken." said Amos Goss, VIA creative lead. "But if forced, I’d want to be a Perdue free range chicken. Because most of the chicken we buy never sees the light of day. 'On the Range' is a dramatisation of the richer, fuller and more natural lives Perdue free range chickens lead - just by simply letting them out doors."
The campaign will air regionally, nationally and globally on Perdue's social channels, including Facebook, Twitter, Instagram and Pinterest.