Pilgrim’s Wings Paid Social

Retail Launch Support - Crispy Wings

My Role

Lead Creative Strategist & Copywriter

I led concept development, strategic direction, and all copywriting for the four Paid Meta video assets. I originated each big idea, shaped the creative approach to align with the “kidult” target audience, developed scripts and hooks, and guided the tone to reflect the Pilgrim’s “Absurdity” content pillar. For two executions, I personally created and edited the final videos in a proprietary “brainrot” style I developed and sold through to the client.

Overview

Following the success of a previously executed organic social strategy for Pilgrim’s, the brand expanded our scope to develop Paid Meta (Facebook & Instagram) video assets supporting the retail launch of three new Crispy Wings SKUs. The brief called for 3–4 white paper concept directions leaning heavily into the Absurdity creative pillar to resonate with a core “kidult” audience rooted in gaming culture, snackable comfort foods, and in-home entertainment moments.

The challenge was clear: introduce Pilgrim’s Crispy Wings into limited retail distribution while building brand awareness in markets where Pilgrim’s had minimal social presence and low recognition. Messaging needed to focus on crispiness and flavor while breaking through crowded feeds with scroll-stopping creative.

This opportunity emerged directly from the success of the organic social concepts I previously led for the brand. Strong strategic thinking and distinctive creative earned the client’s trust to extend that vision into paid media.

Goals

  • Develop four Paid Meta video assets supporting the retail launch of Pilgrim’s Crispy Wings.

  • Generate brand awareness among “kidult” consumers in key retail markets.

  • Introduce the new Crispy Wings SKUs in a way that felt culturally relevant and ownable.

  • Drive product interest and trial through memorable, disruptive creative.

  • Translate the Absurdity pillar into performance-oriented paid content that could stop the scroll.

Challenges

  1. Low Brand Recognition: Pilgrim’s had limited social presence and minimal cultural awareness among the target audience. We were not amplifying an established brand voice. We were introducing one.

  2. Limited Differentiation: The product did not carry a dramatic point of functional difference from competitors. Crispiness and flavor were the primary selling points, requiring creative storytelling to elevate otherwise common attributes.

  3. Crowded Feed Environment: Paid Meta demands immediate visual and narrative hooks. These assets needed to interrupt scrolling behavior within seconds while remaining cohesive to the Pilgrim’s brand.

Creative Executions

  1. Wings Infomercial

What It Is

A parody of nostalgic 90s and early 2000s late-night infomercials. The video features exaggerated product claims like “100% wings!” and “Crunch results may vary,” an intentionally over-the-top, high-energy voiceover that practically yells at the viewer, and absurd visual sequences including a floating wing repeatedly just out of reach of a desperate hand. The tone is self-aware, chaotic, and boldly comedic.

Why It Worked

  • Leveraged shared cultural nostalgia familiar to the “kidult” audience.

  • Used exaggerated parody to make simple product attributes feel entertaining.

  • Created immediate pattern disruption in-feed through volume, pacing, and absurdity.

  • Positioned Pilgrim’s as playful and culturally fluent rather than generic and corporate.

2. Late Night Snack

What It Is

A first-person POV parody of a retro video game. The viewer enters a dark house at night collecting glowing wings while an on-screen wing counter increases, mimicking classic gaming mechanics. Hidden Pilgrim’s easter eggs appear throughout the house. Once all wings are collected, they are “loaded” into an air fryer in a stylized sequence reminiscent of old-school game cutscenes.

Why It Worked

  • Directly aligned with the gaming culture embedded in the kidult audience.

  • Translated product discovery into an interactive, gamified narrative.

  • Rewarded attentive viewers with brand easter eggs that deepened engagement.

  • Built product anticipation through progression mechanics familiar to gamers.

3 & 4. Brainrot Series (People-Focused + Product-Focused)

What They Are

Two short-form paid ads created in a proprietary “brainrot” style that I developed and edited personally. These videos feature rapid cuts, surreal pacing, exaggerated hooks, and AI-generated avatar personas delivering prioritized product attributes in an intentionally chaotic yet strategic format. One execution centered more on exaggerated human reaction and personality. The other leaned into stylized product visuals layered with disruptive, hyper-hooked messaging.

Why They Worked

  • Embraced current social editing trends native to the platform rather than traditional ad polish.

  • Created cognitive tension and curiosity within the first seconds to drive continued viewing.

  • Delivered key product attributes through unexpected, avatar-driven character moments.

  • Positioned Pilgrim’s as culturally current and willing to experiment with emerging creative styles.

People-Focused Video

Product-Focused Video

Results

While performance metrics were not shared directly, the success of this initiative can be evaluated through qualitative impact and business progression.

  1. Expanded Scope Through Trust
    This Paid Social engagement originated from the strength of the organic social concepts I previously led for Pilgrim’s. The client’s decision to extend our role into paid media signaled confidence in both the strategic thinking and creative execution behind the work.

  2. Creative Buy-In Across Stakeholders
    Each concept moved from white paper to production without dilution of the core ideas. Absurdity-driven creative, parody formats, and the proprietary “brainrot” executions were approved and produced as pitched—demonstrating internal and client alignment around bold, culturally fluent creative.

  3. Established a Distinct Social Voice
    Pilgrim’s entered Paid Meta with little brand equity among the “kidult” audience. These assets helped define what Pilgrim’s looks and feels like in-feed: playful, self-aware, slightly chaotic, and culturally tuned-in. Instead of blending into the frozen aisle category, the brand showed up with personality.

  4. Platform-Native Execution
    Rather than relying on traditional retail-style product ads, the campaign leaned into gaming parody, nostalgic infomercial satire, and emerging short-form editing trends. This approach positioned Pilgrim’s as a brand willing to experiment creatively in a crowded category.

  5. Foundation for Future Activation
    The launch support assets laid groundwork for continued wings-focused messaging tied to tentpole moments like football season and future Super Bowl activity. Creative territories established here created flexibility for expansion without reinventing the voice.