Pilgrim’s Chicken has launched an explosive Hip Hop campaign for its brand-new line of flavored nuggets, crafted by creative agency Terri & Sandy.
At the center is "Put It In A Nugget", a spot that breaks things down with a 90s-inspired Hip-Hop track written in collaboration with Rob Schustack from Ooze House of Music.
According to Terri & Sandy's creative director, Chris Cannon, the song underwent multiple rewrites to achieve perfection.
"We were also talking to millennial moms, who love nostalgia, so making a 90s-style rap song was something we felt would be memorable and have the most impact," Cannon said.
The commercial introduces five varieties of Pilgrim’s chicken nuggets: cheesy jalapeno stuffed, chicken pot pie stuffed, mini, zesty ranch mini, and ultimate.
"Pilgrim's mission is to knock the boredom out of chicken by stuffing delicious things in their nuggets like chicken pot pie and jalapenos and cheese. That inspired our campaign 'Put It In A Nugget,'" Terri & Sandy Creative Director JP Gomez told DesignRush.
Chicken Nugget Music
Set to a funky old-school beat, the spot sees each of the flavors rap a verse that showcases their personality.
The hero spot opens with scenes of four different human characters rapping to express their love for chicken nuggets.
Then, the song goes through every nugget flavor’s verse, with each flavor getting its own elaborate set piece.
♪♫♪ I'm a nugget on a horse in a cowboy hat
And I'm ranch through and through
Whatcha think about that?
I love it, you love it, put it in a nugget
We took ranch dressing and corralled it in a nugget ♪♫♪
Bordering on sensory overload, the colorful and hyperactive commercial quickly cuts through a cowboy dance in the Wild West, a bachelor pad, a granny’s kitchen, a freezer, and a world of pixelated dinosaurs.
"An earworm of an anthem that is meant to be everything but boring, where we blended live action with CGI with 2-D animation with lo-fi poly animation with claymation and of course PUPPETS! Blending all these worlds together was challenging, but ultimately an art director's dream," Gomez shared.
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The spot airs on YouTube, with shorter 15-second versions making the rounds of major social media platforms.
Campaign materials will also run across social media, featuring art and graphics that reference the spot.
Additionally, Pilgrim’s has updated its website to include a tutorial on the nugget dance, lyrics to the nugget rap, and a nugget-themed minigame.
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Editing by Katherine 'Makkie' Maclang
