Pilgrim's Chicken Rap, 'Put It in a Nugget,' Backs New Flavors

If you're nostalgic for '90s rap and enjoy the comfort chicken nuggets, dig this dope ditty from Pilgrim's Chicken.

To promote its new line of nuggets—which includes flavors like pot pie, cheesy jalapeño, zesty ranch and buttery—the brand enlisted Terri & Sandy to create "Put It In A Nugget," a 90-second hip-hop gem.

Each nugget flavor gets its own verse:

"Granny Nugget in the house, got it smellin' so fly
{whatchu cookin' up Granny?!?} You know it's chicken pot pie!
I love it, you love it, put it in a nugget
Pilgrim's took her secret recipe and put it in a nugget"

Or you can groove to the mini nuggets refrain: "Small but mighty, and hella extra crispy. If I'm not in the freezer, all your moms will miss me."

"We wrote the song with Rob Schustack from Ooze House of Music pretty much in two days for the pitch," says Chris Cannon, creative director at Terri & Sandy. "Then we rewrote it, and rewrote it again, and then rewrote it three more times until it felt perfect."

We could have just done classic dialogue driven scripts for this anthem, but we wanted something that would stick in people's brains, and really work to grow brand awareness. We were also talking to millennial moms, who love nostalgia, so making a 90s style rap song was something we felt would be memorable and have the most impact."

The spot will run on YouTube with shorter versions on social, Meta and YouTube. The brand's revamped packaging was designed by Jones Knowles Ritchie.

"We filmed in Bulgaria in the middle of January, so it was a bit chilly," Cannon tells Muse. "Some of the Bulgarian actors had to lip sync in another language while breathing inward the entire time so we couldn't see their breath. It was an impressive feat."

CREDITS

CLIENT: Pilgrim's
Head of Prepared Foods & CMO: Sergio Nahuz
Head of Marketing & Commerce: Rizwan Akbar
Senior Director (Marketing + Brands):  Chelsea Parker
Creative Director:  Kelly Hemenover
Marketing Strategist: Alpa Pandya
Marketing Strategist: Austin McGhie

CREATIVE AGENCY: Terri & Sandy
Co-Founder & Co-CEO: Terri Meyer
Co-Founder & Co-CEO: Sandy Greenberg
Creative Director, Copywriting: Chris Cannon
Creative Director, Art Direction: JP Gomez
Director of Digital Strategy: Bryce Mathias
Senior Copywriter: Charlie Higgins
Art Director: Kelly Scollard
Copywriter: Don Marshall Wilhelmi
Art Director: Monty Pera
Executive Producer: Chris Lenz
Account Director: Josh Bablin
Account Supervisor: Devin Hauser

PRODUCTION COMPANY: Logan
Director: Hauke Hilberg
Executive Producer:   Paul Abatemarco
Live Action Producer: Jake Blasco
Post Producer: Peter Rynsky

EDITORIAL COMPANY: Logan
Editor: Sean U’Ren

ANIMATION/FINISHING COMPANY: Logan
Creative Director: Kenji Yamashita 
Color + Flame Artists: Carl Edwards

SFX COMPANY: Ooze

MIX AND SOUND DESIGN: Rob Schustack

MUSIC: Ooze: House of Music Pancakes
Track: "Put it in a Nugget"
Music Producer: Rob Schustack