Buffalo, wings, and the ultimate Big Game test
When it comes to the Big Game, few foods matter more than chicken wings—and no city takes that more seriously than Buffalo, NY. As the birthplace of Buffalo wings, the city represents the highest possible bar for credibility. That’s exactly why Perdue chose Buffalo as the proving ground for The Next Best Wing, a campaign built around respect for tradition rather than disruption for shock value.
“The Next Best Wing”: winning by not trying to win
Instead of claiming to outperform Buffalo’s legendary wing joints, Perdue embraced a smarter position. The brand openly acknowledges that local bars have perfected the wing—but confidently argues its Air Fryer Ready Crispy Wings deserve a place right next to the legends. This self-aware, tongue-in-cheek approach turns humility into strength, making the message feel honest, culturally fluent, and believable.
A citywide OOH takeover rooted in local culture
To bring the idea to life, Perdue launched a full Buffalo takeover featuring billboards, transit ads, and a full-page spread in The Buffalo News. Local voices—including hometown hero and Buffalo football player Joe Andreessen—anchor the campaign in real community pride. Shot documentary-style in bars and tailgates, the hero film and cutdowns capture unfiltered opinions, fierce loyalty, and the unmistakable energy of Buffalo game day culture.
Humor, tension, and earned credibility at scale
The campaign thrives on the tension between Perdue’s respectful ambition and Buffalo’s refusal to crown anything new. Moments like the “Crazy” spot—ending with a classic Buffalo tailgate table smash—feel authentic rather than manufactured. Rolled out across OOH, CTV, and social platforms ahead of the Big Game, the work proves that credibility isn’t claimed—it’s earned.
Why this campaign works beyond Buffalo
By starting in the toughest possible market, Perdue builds a story that travels. If its wings can hold their own in Buffalo, they can resonate anywhere. The Next Best Wing turns local validation into national relevance, showing how cultural insight, restraint, and smart OOH strategy can elevate a product into a conversation people actually want to have.
Summary
“The Next Best Wing” taps into Buffalo’s unmatched wing culture to tell a respectful, humorous brand story. Through a citywide OOH takeover, transit ads, print, and social-first video, Perdue makes its case without trying to dethrone local legends. By featuring real Buffalonians and embracing second place in the birthplace of Buffalo wings, the campaign builds authenticity and credibility. The integrated rollout spans OOH, CTV, social, and digital platforms, aligning perfectly with Big Game viewing moments.
Sources
Frequently Asked Questions
The campaign was created by Colle McVoy as part of its creative AOR partnership with Perdue.
Buffalo is the birthplace of Buffalo wings and one of the most passionate wing cities in the US, making it the ultimate test market.
The campaign includes OOH, transit ads, print, CTV, social media, and digital video.
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