Perdue — Bite Noise
Knowing that the majority of teens snack late into the night, Perdue wanted to become the number one choice for midnight snackers. But we couldn’t, in good conscience, encourage people to cook and eat crispy, crunchy fried chicken while their family is fast asleep.
That’s why we created Bite Noise — a series of white noise tracks specifically designed to mask the sounds of cooking and eating Perdue chicken wings. Crafted with layered sounds that mirror the noise generated during the snacking process, our tracks ensure any sounds you make will seamlessly blend right into the white noise. Now, your family can sleep soundly while you enjoy your favorite wings at any time of the night.
Year: 2025
Role: Art Direction, Copywriting
We partnered with sound designers to create a series of white noise tracks for Spotify, specifically designed to mask the sounds of making and eating crispy fried chicken. If you play the tracks while making your midnight chicken, the noise you make will blend right in — and your family can sleep peacefully.
How they work:
The white noise is created out of layered chicken-making sounds, so the noise you make will blend right in.
There's a track that corresponds to each step along the way.
Find our playlists directly on Spotify, or scan the stickers on our packaging.
As an extension of Spotify Wrapped, we released a monthly "Chicken Wrapped", with a list of your top Bite Noise tracks and minutes listened.
Users who shared their personal "Chicken Wrapped" on social were entered for a chance to a year of free chicken.
Our Bite Noise tracks come with a 100% sleep guaranteed warranty — if you or a loved one has been awoken by someone making chicken, you can call our Light Sleeper department at 1-800-BITE-NOISE.
Lodge a complaint, and receive a bag of free chicken for the family, for the inconvenience.
AD/CW: Elinor Kelly, Davis Amis