Pilgrim’s Knocks the Boredom Out of Chicken with Bold New Nugget Lineup

Chicken pioneer Pilgrim’s® is shaking up the lacklustre grocery store nugget market with a bold new brand identity and digital-first campaign promoting its new line of flavour-forward nuggets. The campaign launches today with the debut of “Put It In A Nugget,” a high-energy ‘90s inspired rap song and video that boldly goes where no chicken nugget has gone before.

Launched during the pandemic to fulfil a need created by supply chain disruptions, Pilgrims reimagines what chicken nuggets can be with original flavours and new innovations that take consumer cravings and put them in a nugget. Pilgrim’s mission to liven up mealtime has the brand going all-in on a crispy, crunchy, juicy, and munchy lineup that includes Pilgrim’s Ultimate Nuggets, Pilgrim’s Cheesy Jalapeno Loaded Nuggets, Pilgrim’s Chicken Pot Pie Loaded Nuggets, Pilgrim’s Mini Nuggets, Pilgrim’s Buttery Mini Nuggets, Pilgrim’s Zesty Ranch Mini Nuggets.

The new campaign, created by independent ad agency Terri & Sandy, which was awarded the business in late 2023 after a competitive pitch, is designed with one goal in mind: To disrupt the chicken nugget category with an unexpected, inventive, and dynamic brand platform that knocks the boredom out of chicken. The 90-second “Put it in a Nugget” video, as well as cut-downs, will run across paid media on Meta and YouTube and organic social. In addition, the marketing push highlights Pilgrim’s bold new packaging, designed by Jones Knowles Ritchie, that sets the brand apart in the frozen cooked-chicken aisle. Taken together, the new efforts constitute the nugget brand’s first large-scale introduction to the world since its launch. 

Chicken nuggets represent nearly half (40%) of the frozen cooked chicken market1, yet the aisle is lacking unique products (97% of new nugget products are just changes to pack size). Pilgrim’s is changing all that by bringing the excitement, energy, and edginess of quick service restaurant chicken to the frozen food aisle.

“Today’s consumer does not want to eat boring chicken, but the lack of variety in the frozen chicken aisle has left them with dry, bland, and forgettable options. At Pilgrim’s, we’re combating chicken monotony by reimagining what chicken nuggets can be,” said Sergio Nahuz, president Prepared Foods and CMO at Pilgrim's US. “Our new brand is bold and imaginative with nuggets that put taste at the forefront, because we’re not chicken about chicken. We’re packing a punch of flavour and excitement, so you can enjoy the taste you love without leaving the house, it’s time to elevate your at-home dining experience and make every occasion a delight”.

"Pilgrim's is setting out to change the chicken nugget game and we wanted our campaign to reflect this bold, innovative spirit," said Chris Cannon, creative director at Terri & Sandy. "That's how "Put it in a Nugget" was born. It's an anthem that tells the world that we're putting all the flavours they're obsessed with in a crispy, tasty nugget."

Pilgrim’s new lineup of nuggets will be rolling out on shelves across the country this summer. To find a retailer nearest to you visit the Pilgrim’s website and follow the brand on social media: Instagram, TikTok, Facebook, and Pinterest.

About the new flavours:

· Pilgrim’s Ultimate Nuggets: The name says it all – seriously flavorful, dangerously crispy, and perfectly seasoned, these nuggets are re-imagined to be the best tasting nuggets in the frozen chicken aisle.

· Pilgrim’s Loaded Nuggets: Available in Chicken Pot Pie and Cheesy Jalapeño, Pilgrim's new-to-market innovation puts America’s favourite flavours into a snackable bite.

· Pilgrim’s Mini Nuggets: Inspired by the 90% of Americans who consume at least one snack a day2, mini nuggets are a fun, poppable treat that can flex between dinner time and snack time and are available in three craveable flavours: Zesty Ranch, Buttery, and Original.