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From the 14th Annual Shorty Awards

Chicken is What You Make It Social

Entered in Food & Beverage


Fresh poultry tends to be a low-interest category. But for seasoned and novice home cooks alike, food and cooking is high-interest stuff. So to bring the Sanderson Farms good, honest, fresh chicken brand to the attention (and preference) of omnivorous home cooks, we had to flip how they see chicken. We had to make chicken cool – and engage all their senses so these home cooks would click to the website for recipes and inspiration.

Strategy and Execution

We drew in the audience with a series of tantalizing :15 videos & a manifesto video showing chicken cooked in a variety of ways, revealing the versatility of this protein for summer family meals.


The results:


Video for Chicken is What You Make It Social

Entrant Company / Organization Name

BBDO Atlanta, Sanderson Farms

Entry Credits