With all the fast food chains getting into the chicken sandwich wars, nobody thought the next competitor would be a candy brand, but Airheads decided that today, National Fried Chicken Day, would be a great time to launch its candy bun wrapped around a breaded chicken breast.
It’s the first time the candy brand has ventured beyond just candy, and Craig Cuchra, vp of marketing for Perfetti Van Melle North America, maker of Airheads, said in a statement: “The world will finally see what’s been missing in chicken.”
Airheads has never attempted a fried chicken sandwich before, and the brand doesn’t own any restaurants or brick and mortar locations to sell the sandwich. Airheads instead rented a food truck, but doesn’t say where it will be. A video explains all this, and questions why a candy brand would even attempt a chicken sandwich, while going overboard in comparing the “Airheads Candy Chicken Sandy” to the great pyramids.
Introducing the first ever chicken sandwich with an Airheads bun. We call it, the Airheads candy chicken sandy. #letsplaychickenwars pic.twitter.com/fRTlnkzK2o
— Airheads Candy (@Airheads) July 6, 2021
“There’s some precedent of people not ever doing something before and then suddenly doing the thing they never did,” added Cuchra.
The brand worked with agency Highdive on the campaign. It is promoting the sandwich on its social channels with a video of a chef unveiling the rainbow striped bun, chicken, shredded cabbage, pickles and some sort of creamy sauce, while claiming that Airheads will win the chicken sandwich wars.
If anyone actually gets to try one of these vibrantly wrong culinary concoctions, please reach out and tell us how it was.
CREDITS
Client: Perfetti Van Melle / Airheads
Ad or Campaign: Airheads Candy Chicken Sandy
VP of Marketing North America: Craig Cuchra
Brand Director, Airheads: Jamey Lamb
Associate Brand Manager: Andreina Tirado Amaya
Agency: Highdive
Co-Founder/CCO: Chad Broude
Associate Creative Director / Art Director: Philipe Diao
Associate Creative Director / Copywriter: Aaron Cathey
Art Director: Erin Nedelman
Copywriter: Tim Flemke
Creative: Ian Reichenthal
Managing Partner, Account and Strategy Lead: Megan Lally
Account Director: Julie Merkin
Account Executive: Colleen Ferguson
Producer: Kam McAllister
Director of Business Affairs: Kelley Beaman
Production Business Manager: Annie Paganini
Production Company: Dictionary Films
Director: Stephen Winterhalter
Managing Director: Chris Rossiter
Producer: Cody McGuire
Offline Edit: Cutters
Editor: Billy Montross
Assistant Editor: Jack Taylor
Producer: Natalie Stone
Color/Finish: Flavor
Color: Chris Elliot
Finishing: Patrick Wong
Producer: Wendy Umanzor
Audio: Another Country
Sound Design/Mix: Peter Erazmus
Audio Assist: Cathryn Stark
Producer: Weezy Rider
PR: Spool Marketing & Communications