The encyclopedia · Marketing & Brand · Marketing decision · 2022–2023
Super Pollo launched a nugget shaped like the Among Us crewmate into space
Chile's Super Pollo turned a breaded-nugget into an Among Us astronaut and launched it to the stratosphere on Twitch, lifting breaded sales 230%.
Super Pollo (Agrosuper) · BBDO Chile
the move
Super Pollo, Agrosuper's chicken brand, was losing relevance with a new generation and set itself a goal of growing breaded-product sales by 50% while generating 1.5 million interactions with its campaign content.
The idea came from a news story about the auction of a chicken nugget shaped like the astronaut 'crewmate' from the video game Among Us. Super Pollo licensed the shape, launched the product with a trailer-style film, and sent the nugget to the stratosphere — above 32,000 metres — with a Twitch stream featuring Chile's streamer Dylantero and leading gamers.
The launch was the message: a small, relatable breaded item became a shared internet joke, earned 20 million organic views and raised breaded sales by 230% year over year, far past the 50% target — and won the Gran Effie at Effie Chile 2023.
why it works
- The product was co-created with the culture it wanted to join, so it arrived already known.
- A streamable stunt made gamers the distribution channel; they did the promotion by watching.
- Launching 'into space' was absurd enough to be shared without any paid media.
- It re-commoditised a boring category by giving the item a story and a face.
what transfers
When your category is boring, don't make a better ad — make the product interesting enough that the launch is the content. Relaunching a commodity as a co-created meme can beat a media budget.
what came after
'Among Us de Super Pollo' took the Gran Effie at Effie Chile 2023 and became a reference for product-as-meme launches, with the nugget launch cited as an example of letting a game's audience carry the campaign rather than buying reach.
references
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