Perdue Farms’ social media campaign with actor Wayne Brady reminding 2025 Super Bowl viewers to “wing it” with the new Air Fryer Ready Crispy Wings helped drive sales, brand awareness and consumer engagement. As a result, Perdue Farms was recognized as the 2025 winner of the Chicken Marketer of the Year.
The Chicken Marketer of the Year award honors exceptional efforts in retail, foodservice, direct-to-consumer, producer/integrator organizations and companies who have demonstrated innovative marketing and creative excellence in promoting chicken consumption.
“We are proud to recognize Perdue Farms as the winner of the 2025 Chicken Marketer of the Year,” said Elizabeth Doughman, editor of WATT PoultryUSA and Poultry Future. “This year’s award submissions covered a variety of strategic marketing objectives but ultimately Perdue Farms was selected due an impressive celebrity partnership and creative social media activation, which led to a high return on investment for the chicken producer.”
The trophy was presented at the 2025 Chicken Marketing Summit held at the DeSoto Savannah in Savannah, Georgia, on July 29, 2025. The award was accepted by Jody Hallman, vice president of integrated marketing, Perdue Foods.
Perdue Farms achieved a 12% year-over-year sales increase during Super Bowl week 2025 through a unique marketing strategy of live social media content featuring comedian Wayne Brady. The campaign generated the second-highest incremental return on ad spend (iROAS) in company history while building significant brand awareness during one of the year's biggest poultry consumption periods.
"We challenged ourselves to break through and build awareness with consumers," Perdue said. "Instead of the overly produced, high price-tagged Super Bowl commercials and activations, we are going to do something that no brand is bold enough to do. Wing it."
The media strategy unfolded in two distinct phases. In the weeks leading up to the Super Bowl, the company deployed teaser content across multiple touchpoints including national television, connected TV and online video, organic and paid social media, digital display advertising, email campaigns and website takeovers.
Chicken Marketing Summit is the essential networking and educational conference for poultry business leaders. Serving a unique cross section of the chicken supply chain, Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
The annual Chicken Marketing Summit is produced in collaboration with the National Chicken Council and with support from the National Protein and Food Distributors Association.
Chicken Marketing Summit 2026 will be held at the Innisbrook Resort in Palm Harbor, Florida, on July 27-29. To learn more, visit ChickenMarketingSummit.com.
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