Sad Clucker: Chicken-Dude Croons a Country Song About Pretzels

“Thought we had something special. Then you left me for pretzels.”

Nothing strange going on here. Just a chicken/country crooner hybrid called Travis Bird, plucking a guitar and performing a sad, sad song. Snack brand Snyder’s of Hanover broke the feathered freak’s heart. Apparently. 

Created by Saatchi & Saatchi and hyping Snyder’s Nashville Hot flavor, the work will run mainly on TikTok (where else?), and fans can win limited-edition vinyl.

“What’s an old bird got to do
To get that flavor back from you?
It was so much more than lust
But then you left me in the dust.”

He thinks he’s got problems? The FanDuel fowls wound up as dinner! And what’s with that big-haired lug hanging out at the bar? Looks like he should be playing bass in a Stryker cover band.

At the shoot, “Travis definitely stopped traffic a few times when he stepped out for some fresh air,” recalls agency ECD Nick Kaplan. “But once people looked into his soulful eyes, they knew this bird had a story to tell. Our director, Sheena Brady, and the whole production crew did an amazing job keeping our actor—and his many pounds of prosthetics—comfortable so he could stay in character.”

Musical critters abound these days, with Meow Mix’s Tabby 5 dancing on little cat feet and Pringles’ prog-rock hamster pawing the keys.

As for Snyder’s, “Nashville Hot used to belong to chicken, but now that fiery flavor is leaving for a new lover—pretzels,” Kaplan says. “This is an understandably heartbreaking situation for chicken. The kind of heartbreak that can only be understood through a sad country song.”

“Not only did this seem like a great way for chicken to channel the complex emotions that come along with being dumped for a snack, it was also a compelling way to launch this new Snyder’s of Hanover Pretzel Pieces flavor while celebrating Nashville, where country music has its roots.”

CREDITS

Snyder’s of Hanover 
Janda Lukin – Chief Marketing Officer, Campbell’s Snacks
Chris Tutor – VP, Integrated Marketing 
Sarah Levine – Director, Consumer Connections 
Andrew Spring – Manager, Consumer Connections 
Brandon Goodman – Director, Media and Analytics 
Bethridge Toovell – Director of External Comms and Social Media 
Lara Nicotra – Senior Manager Social Media, External Communications 
Brian McCloskey – Media Manager 
Kara Colety – PR Manager, Campbell’s Snacks 
Nick Hammitt – VP of Salty Snacks 
Justin Matijicio – Director, Snyder’s of Hanover
Matt Venutrella – Brand Manager, Equity, Snyder’s of Hanover

Saatchi & Saatchi
Marcos Kotlhar – Chief Creative Officer 
Dustin Tomes – Executive Vice President, Executive Creative Director 
Nick Kaplan – Executive Vice President, Executive Creative Director 
Evan Schultz – Senior Vice President, Creative Director 
Marie Strycharz – Associate Creative Director 
Pedro Sampaio – Associate Creative Director, Art Director 
Emily Galvin – Associate Creative Director 
Danny Todesca – Associate Copywriter
Jake Marchant – Junior Copywriter, Creative Summer Intern 
Mary Morgan – Executive Producer
Reid Pierce – Producer, Broadcast Direction 
Mike Heaton-Grill – Senior Business Affairs Manager
Caitlin Reynolds – Executive Vice President, Portfolio Lead 
Rebecca Hickman – Account Director 
Kristina Renaud – Account Executive 
Jessica Nazzareno – Project Manager 
Daniela Contreras – Director, Program Management 
Kris Weldon – Strategy Director 
Ali Gomez – Senior Digital Strategist

Production
Sheena Brady – Director
Annalise Rowane – Producer

Post-Production: PXP
Matt Slamowitz – Editor 
Julia Marshall – Editor 
Doug Zaner – Assistant Editor/GFX
Michelle Rand – Producer

Music: Overcoast

Spark Foundry
Sarah Kramer – CEO
Jennifer Byrnes – EVP, Account Management 
Rebecca Kantor – Associate Media Director, Media Planning, Strategy
Madison Kopack – Manager, Planning 
Jordan Arenas – Director, Social 
Alise Cruice – Associate Director, Performance Media Social

Zeno Group
Missy Maher – EVP
Andrea Betts D’Alessio – SVP
Nirmala Singh – VP
Gina Petraglia  – Senior Account Supervisor