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DALLAS In The Wolf Agency’s new TV campaign for Pilgrim’s Pride, founder Bo Pilgrim plays a chuck wagon cook who surprises hungry cowboys when he substitutes chicken for their traditional beef diets.
The Dallas agency was awarded the Pilgrim’s Pride account last November in an informal review against incumbent TM Advertising (formerly Temerlin McClain) of Irving, Texas. This is the shop’s second TV campaign for the client.
Filmed in the Texas Panhandle, the 30-second spot for the Pittsburgh, Texas, poultry producer employs 70 head of cattle, three cowboys and an antique chuck wagon.
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