DNP Terms Weis’ Chicken ‘Megadelish’

ATLANTA Davis Newman Payne recently launched an advertising campaign for Weis Markets that introduces its deli-prepared Jumbo Popcorn Chicken, the shop said.

The Knoxville, Tenn., agency has worked with Weis for more than four years, promoting the supermarket’s products and locations. New work includes one 30-second television spot, a 60-second radio ad and two print ads, according to DNP.

In “Humungo Chicken,” three young brothers sit around the dinner table as their mom serves up chicken nuggets from Weis. Each of the boys expresses his satisfaction with words such as “humungo,” “megadelish” and “gigantastic.” A voiceover explains that Weis’ nuggets were preferred 2-to-1 in taste tests.

Tommy Gibbons, producer and director at DNP, directed the spots. “Weis. We do what works for you” is the broadcast tagline.

The commercial is currently airing on Baltimore and Pennsylvania TV stations such as WATM, WYOU, WOLF, WJAC and WWCP. The radio spot is running on stations including WAEB-FM, WCTO-FM and WPRR-FM, the shop said.

Weis, headquartered in Sunbury, Pa., owns and operates more than 165 stores in Maryland, West Virginia, Pennsylvania and New Jersey, according to DNP.

Campaign spending was not disclosed.