BEER CAN CHICKEN
BEER CAN CHICKEN
CHALLENGE
Every summer, chicken lags behind burgers and steak in sales and popularity. Last year, Perdue, one of America’s largest poultry brands, wanted to earn chicken's rightful “share of grill” by winning over barbecuers nationwide.
INSIGHT
We noticed a grilling technique popular in the Southern U.S. – beer can chicken – was catching fire in online conversation. The technique, which uses beer to keep the chicken upright moist on the grill, was the subject of a growing debate: what’s the best beer for beer can chicken?
IDEA
To settle the debate, we created Perdue Beer Can Chicken Beer, the first and only beer brewed specifically for making beer can chicken. This summer ale created in partnership with Torch & Crown Brewery was brewed with citrus, honey, rosemary, thyme and pink peppercorns - flavors that are the perfect complement for Perdue whole chicken.
IMPACT
3.3B
Earned Media Impressions
31%
Increase in “Beer Can Chicken” Conversation
7%
Increase in Perdue Chicken Sales
9%
Increase in Consideration for Perdue Chicken
“Perdue Made a Beer Specifically for Beer Can Chicken”
“Perdue Is Dropping a Beer Can Chicken Beer Perfect for Grilling Season”
“Chicken beer anyone? Perdue’s first-of-its-kind ‘Beer Can Chicken Beer” releases this month”
“This Beer Was Brewed Specifically for Shoving Up a Chicken’s Butt”
EXPLAINER VIDEO
