Momvertising Opps: Perdue Farms introduces first air fryer product (Score 18)

Sales lead: Reach out now to offer ad space to help Perdue promote the new product. 

• Perdue Farms just launched Air Fryer Ready Crispy Wings.
• The wings come in Roasted, Hot N' Spicy, and Lemon Pepper.
• The company's DMs hope this will help it compete with delivery.

In other news:

• Perdue named Kevin McAdams CEO earlier this year. 
• McAdams joined the company as COO and president in 2022.

Target demographic: Primary shoppers/moms (Gen-X & millennial women)

The company will likely:

• Keep investing in product innovation
• Ramp up ad spend/launch an ad campaign
• Increase promotional activity

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Perdue spent approximately $21.7m on national TV ads YTD, a 6% increase from $20.5m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 13% from $23.5m in 2021 to $20.5m in 2022. 
• Ad programming: It placed ads during programming such as Forensic Files, Blue Bloods, NCIS, Mike & Molly, and Murder, She Wrote. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Perdue spent about $1.3m on digital display ads YTD, down 28% from $1.8m spent in this channel during the same time period of 2022. 
• YTD data: 191.4m impressions via Facebook (68%), Instagram (21%), desktop display (5%), desktop video (3%), and YouTube (3%).
• 2021-2022 spend: Full-year spend fell 27% from $2.6m in 2021 to $1.9m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, msn.com, and yahoo.com. It placed 1% of these ads indirectly through Google AdX+AdSense and Display & Video 360 onto sites such as yahoo.com, aol.com, politico.com, investing.com, and myfitnesspal.com. 

Additional channel insights  

• Perdue also invests in OOH, print, and local broadcast. 
• Top podcasts sponsored: NPR News Now, The Daily, The Ramsey Show, Up First, and The Herd with Colin Cowherd.

Agency analysis:

• Opportunity: I advise offering media or PR services for the best chance of picking up some of Perdue's business. 
• Current roster:
  • Colle McVoy: creative AOR
  • Marriner Marketing Communications: digital
  • VIA: social