Perdue has just announced its new campaign for the upcoming Super Bowl, spotlighting the brand's Air Fryer Ready CrispyWings.
Starring actor, comedian, and singer Wayne Brady, "Winging It" will see the five-time Emmy Award winner perform live on his Instagram account, improvising comedy sketches, jokes, and songs throughout the Big Game.
The campaign also features a series of short, comedic commercials that take full advantage of Brady's impressive improv skills.
Created in partnership with creative agency Colle McVoy, it aims to entertain fans with a fun segment that complements the game like wings with football.
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In a statement, Perdue Chief Marketing Officer David Zucker pointed out how Brady's personality and reputation make him the perfect figure for the campaign:
“Wayne Brady embodies the spirit of fun and improvisation. That’s why this is the perfect way for Perdue to show fans they can significantly level up their Big Game experience."
"Our Wings are specifically formulated for air fryers so fans can get the restaurant-quality crispiness they crave wherever they decide to watch the game."
Research conducted by the National Chicken Council in 2024 found that Americans consume 1.45 billion wings on game day.
Now, Perdue is giving them an alternative to crowded sports bars and unreliable meal delivery services with its delicious restaurant-quality wings that can be enjoyed from the comfort of home.
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Available in Hot N' Spicy, Lemon Pepper, and Roasted flavors, Perdue's Air Fryer Ready Crispy Wings are made from cage-free chickens raised on an all-vegetarian diet without antibiotics, hormones or steroids.
Perdue and Colle McVoy have a unique campaign on their hands, working outside the traditional definition of a "Super Bowl campaign" to bring fans a new experience.
Teaming up with Brady leverages a major influencer partnership to scale the brand's reach and audience growth during the year's biggest marketing event.
Brady's Big Day
To promote the campaign, Perdue Chicken launched an extensive series of ads starring Brady on its YouTube channel.
A spot titled "No Jokes Allowed" involves a friend pitching some increasingly ridiculous chicken jokes to Brady.
However, the comedian turns them down since he's supposed to be "winging it."
Meanwhile, "Monologue" shows the star hyping himself up with an intense pep talk to himself, as he prepares to craft an entire show for a huge audience with no rehearsal.
Between doing high-knee exercises and talking to the mirror, Brady shows that even the most experienced performers can get nervous from time to time.
Finally, "Winglet" sees Brady do a football and wings-inspired parody of Shakespeare's "Hamlet," addressing a blue football in an emotional spiel.
The short video closes with copy teasing Brady's live performances during Super Bowl Sunday.
Earlier this month, Colle McVoy worked on a new campaign for Frank's RedHot.
Totino's Pizza Rolls also announced its own Super Bowl ad starring fan-favorite comedy duo Tim Robinson and Sam Richardson.
