BALTIMORE — To many people, Frank Perdue looked as if he was born to sell chickens. But it wasn’t until he put his face on TV commercials that his father’s backyard egg business rapidly grew into one of the world’s largest chicken companies.
Perdue, who became famous for his folksy television pitch “It takes a tough man to make a tender chicken,” died Thursday at his home in Salisbury after a brief illness, his company said. He was 84.
In 1971, Perdue was one of the first CEOs to advertise his own product on TV. For the next 20 years, he was the public face of the company.
Many people thought Perdue looked like a chicken because he had a big nose, dark eyes, thin lips, and a high voice. He even took ribbing from his own son, who said in an interview with The Virginian-Pilot in 1995 that he hoped he could still lead the company even though he did not resemble his father.
“I don’t look like a chicken,” Jim Perdue said. “I don’t know if that’s good or bad.”
When Frank Perdue was in charge of the company, he helped build an empire that now has 20,000 employees and works with 7,500 small farms. The company went from annual sales of $56 million in 1970 to $2. 8 billion in 2003.
Until the late 1990s, Perdue was regularly ranked in Forbes’ list of 400 richest Americans. In 1997, it ranked him 214th and estimated his net worth at $825 million.
Perdue’s rise was extraordinary, considering the company’s humble beginnings. Perdue’s father, Arthur W. Perdue, started the family business in 1920, raising chickens for eggs. Perdue and his father switched the business from eggs to chickens in the 1940s and broke into retail sales in 1968.
“A lot of corporate America could take a lesson from Frank Perdue, a man who started out selling chickens from an ice chest in the back of his truck,” said John Boyd, president of the National Black Farmers Association, who sold chickens to Perdue for 13 years. “We didn’t always agree, but he was a good business man, he was fair, and he was responsive to the needs of his growers.”
At the time of his death, Perdue was chairman of the executive committee of the board of directors of Maryland-based Perdue Farms. He had handed over control of the company to his son, Jim, in 1991.
In building his poultry business, Perdue was the consummate entrepreneur and workaholic, who would put in 18 hours a day and get by on three or four hours’ sleep. He had a cot in his office and often spent the night there, even though his home was 50 yards away.
Perdue said he was initially uncertain about whether to take to the airwaves. He said a New York ad man persuaded him to run his own commercials, but also gave Perdue a warning.
“He said, ‘If you do this, you’re going to have some heartaches from it. You’re going to have people yelling at you or maybe screaming at you or criticizing you, but I think it’s the best way to sell a superior chicken, which I think you have,”’ Perdue said in a 1991 interview with The Associated Press.
“It was quite a shock to my nervous system because I’d never been in a school play or anything and I’m basically reticent about speaking in public,” said Perdue, who ultimately did 156 different ads.
Perdue Farms’ expansion in the 1970s was rapid, but it also sowed the seeds of worker discontent. The company opened new plants in rural, often-poor areas of the South, where labor was cheap. Inevitably, union activism sprang up, which Perdue sought to suppress.
In 1986, Perdue admitted to a presidential commission that he had twice unsuccessfully sought help from New York crime boss Paul Castellano to put down union activities, actions he later said he regretted deeply.
In the late 1980s, reports of repetitive motion injuries rose rapidly in the industry among workers who performed the same handling, sorting and cutting tasks all day. In 1991, the company agreed to establish a four-year program to reduce injuries.
Perdue is survived by his third wife, Mitzi Ayala Perdue, four children, two stepchildren and 12 grandchildren. The Spokesman-Review Newspaper
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Hey there, folks! Ever found yourself munchin’ on some crispy chicken wings, watchin’ a Perdue commercial, and thinkin’, “Who the heck is that voice talkin’ to me?” I know I have! That smooth, trusty tone just pulls ya in, makin’ you feel like this ain’t just any chicken—it’s the chicken Well, at Perdue, they’ve got a knack for pickin’ voices that stick with ya, and today, we’re divin’ deep into the mystery of who’s been behind that mic Spoiler alert it’s a name you might not expect, but one that totally fits the bill for a brand all about quality.
Let’s get right to the point: word on the street—and trust me, there’s a lot of talk about this—is that Gene Hackman is the voice of many of Perdue’s famous ads. That’s right, the famous actor, Academy Award winner, and star of movies that blew our minds. Not just any voice, but his voice has a weight to it that says trust and class. But how did Perdue find him? What’s the story behind their ads over the years? Stay with me, because I’m going to explain everything!
The Big Reveal: Gene Hackman’s Voice of Trust
So, let’s talk about Gene Hackman. Don’t know who this guy is? He’s a movie legend, known for roles that had a lot of depth and power. Now picture that same energy coming through in an ad for chicken. Wild, right? But it works. When Perdue wanted to step up their game in the late 1990s and early 2000s, they needed a voice that could match their promise of top-notch quality. The right tone was Hackman’s, which was deep, familiar, and just a bit sophisticated.
I mean, think about it. Something makes you sit up and pay attention when he talks, even if it’s just about chicken. It’s not flashy or over the top; it’s more like a wise friend telling you, “Hey, here’s the good stuff.” ” And that’s exactly what Perdue wanted. They tried to make people think that their chicken wasn’t just food, but something special that should be liked. Hackman delivered that vibe without even tryin’ too hard.
Now, here’s the funny bit Perdue ain’t exactly come out and said, “Yup, it’s Hackman!” They’ve kept it hush-hush, focusin’ more on the feel of the ads than droppin’ names. But us curious cats, along with some industry folks and sharp-eared fans, have pieced it together. His voice is just too distinct, ya know? Compare it to his other work, and it’s like, “Aha! That’s gotta be him” It’s not set in stone, but the evidence is pretty darn convincin’
From Farmer Frank to a Hollywood Voice
Before Hackman stepped in, Perdue had a whole different kinda charm goin’ on. Picture this: a guy named Frank Perdue, the big boss and founder himself, was the face—and voice—of the company way back when. This wasn’t some polished actor; it was just Frank, talkin’ straight to ya with a bit of a quirky, down-home style. He’d crack little jokes, poke fun at himself, and ya couldn’t help but like the guy. It was like buyin’ chicken from your neighbor who raised it in his backyard.
Frank’s approach worked like a charm for a long time. He built Perdue into a name people knew and trusted. But as the company grew bigger, expandin’ to new markets and aimin’ for a fancier image, they figured it was time for a change. That’s when the shift to a pro voiceover happened. They wanted somethin’ slicker, more refined, to match the idea that Perdue wasn’t just a local farm—it was a premium brand.
Enter Hackman. Choosin’ a celebrity like him wasn’t random. It was a straight-up power move. The ads were more “wow” because he was known as a great actor. People could see that it said, “We care about quality, and our voice shows it.” When you see a fancy car ad with a famous person in it, you just know it must be good. When Hackman’s smooth voice took over from Frank’s rough talk, it was clear that Perdue was now playing in the big leagues.
Why a Celebrity Voice? The Magic of Trust
Now, ya might be wonderin’, why go for a celebrity at all? Why not just hire some random voice actor who sounds nice? Well, lemme tell ya, there’s a method to this madness. When Perdue picked a name like Hackman, they weren’t just buyin’ a voice—they were buyin’ credibility. A familiar tone, especially from someone with his kinda street cred, makes ya trust the brand more. It’s like a sneaky lil’ endorsement without slappin’ his face on the screen.
Think about how ya feel when ya hear a voice ya recognize. It’s comfortin’, ain’t it? It sticks in your head. For Perdue, that was gold. They wanted their ads to feel personal but also upscale. A celebrity voice brings both—ya feel like they’re talkin’ right to ya, but with an air of “this is the real deal.” Plus, in the world of advertisin’, havin’ a known name can make a brand stand out in a sea of boring commercials. It’s a way to grab your ear and keep ya listenin’.
And lemme just say, this ain’t unique to Perdue. Tons of companies play this game, usin’ big names to sell everythin’ from coffee to credit cards. It’s all about buildin’ that emotional hook. When a voice feels trustworthy, ya don’t just hear the ad—you feel it. Perdue knew that, and they played it smart.
What Happened to Hackman’s Voice in Perdue Ads?
Alright, so Hackman was the man for a while, but then… poof! He wasn’t anymore. What gives? Truth is, we ain’t got the full scoop on why Perdue stopped usin’ his voice. Coulda been a shift in their marketin’ plans, maybe budget stuff, or heck, maybe Hackman just decided he was done talkin’ about chicken. Who knows? Companies like Perdue don’t always spill the beans on behind-the-scenes moves like this.
What we do know is that after Hackman’s era, Perdue started mixin’ things up. These days, they don’t stick to just one voice. They’ve got a whole bunch of different folks doin’ voiceovers, dependin’ on the campaign or who they’re tryin’ to reach. It’s like they’re testin’ the waters, seein’ what clicks with different crowds. One ad might have a peppy, young vibe, while another goes for somethin’ more serious. It’s all about keepin’ things fresh, I reckon.
Perdue’s Modern Twist: Winging It with Wayne Brady
Speakin’ of fresh, let’s chat about somethin’ Perdue’s been cookin’ up lately that’s got folks buzzin’. They’ve teamed up with Wayne Brady—yep, the hilarious dude from improv shows and Broadway—for a super cool Big Game event. This ain’t just about voiceovers; it’s a whole new way they’re playin’ with personality in their marketin’. Wayne’s doin’ live improv on social media durin’ the game, riffin’ on plays, ads, and even fan requests, all while tied to Perdue’s Air Fryer Ready Crispy Wings.
Now, I gotta say, this is genius. Brady’s all about fun and spontaneity, which matches the whole “wingin’ it” vibe Perdue’s pushin’. They’re sayin’, “Hey, ditch the crowded bars or sketchy delivery apps. Grab our wings, pop ‘em in your air fryer, and enjoy the game with some top-tier entertainment.” It’s not just sellin’ a product—it’s sellin’ an experience. And lemme tell ya, those wings sound amazin’. They’ve got flavors like Hot N’ Spicy, Lemon Pepper, and Roasted, all made to get that restaurant-crisp goodness right at home.
This move with Brady shows how Perdue keeps evolvin’. They ain’t stuck in the past with one voice or style. They’re tappin’ into what’s hot right now—live streams, celebs with big personalities, and snackin’ trends durin’ big sports events. It’s like they’re sayin’, “We’ve got history, but we’re still hip to the game.”
A Peek at Perdue’s Chicken Legacy
While we’re on the topic, let’s zoom out a bit and look at Perdue as a whole. These folks ain’t just some random chicken company—they’ve been at it for generations, buildin’ a name as the go-to for fresh poultry in the U.S. What’s cool about ‘em is how they stick to certain values, like raisin’ their chickens without antibiotics or hormones, feedin’ ‘em a veggie diet, and keepin’ ‘em cage-free. That’s the kinda stuff they’ve been proud to shout about in their ads, whether it’s through Frank’s quirky chats or a polished voice like Hackman’s.
Their story started small, with Frank hustlin’ to get the word out, and grew into this massive brand that’s all about trust and quality. Every ad, every voice, ties back to that core idea: “You can count on us for the best.” It’s why the voice in their commercials matters so much—it’s gotta match that promise. Whether it was Frank’s down-to-earth ramblin’ or Hackman’s classy tone, it’s all part of paintin’ that picture.
How Voices Shape Food Ads (Not Just Perdue!)
Now, let’s get a lil’ sidetracked and talk bigger picture. Voices in ads, especially for food, ain’t just noise in the background—they’re a huge deal. Think about it: when ya hear someone describin’ a juicy burger or a steamin’ hot pizza, the way they say it can make your mouth water. It’s not just what they’re sayin’, but how they’re sayin’ it. A good voice can turn a boring pitch into somethin’ ya can’t forget.
Perdue ain’t the only one playin’ this game. Lotsa food brands lean on famous voices to give their stuff an edge. It’s like a secret weapon. A voice with some weight behind it can make ya feel all warm and fuzzy about a product, even if ya didn’t plan on buyin’ it. It’s storytelling, plain and simple. And for somethin’ as everyday as chicken, that story’s gotta stand out.
Here’s a quick rundown of why voices matter in ads like these:
- Trust Factor: A familiar or respected voice makes ya believe the brand’s legit.
- Emotional Pull: The right tone can hit ya in the feels, makin’ ya crave that food.
- Memorability: A unique voice sticks in your head, so next time ya shop, ya think of that brand.
- Personality: It gives the brand a vibe—whether it’s fun, fancy, or family-friendly.
Perdue’s been smart about this for years, and their choices—whether it’s a founder, a celeb, or a mix—show they get how much a voice can do.
Diggin’ Deeper: What Makes a Voice “Work”?
Ever wonder what makes a voice perfect for an ad? I’ve been thinkin’ about this a lot while writin’ this. It ain’t just about soundin’ nice. There’s a whole art to it. For starters, ya need clarity—nobody’s gonna buy chicken if they can’t even understand what’s bein’ said. Then there’s tone. Is it warm? Serious? Playful? That sets the mood.
Take Hackman’s voice for Perdue. It had this understated power, like he wasn’t tryin’ to sell ya somethin’—he was just lettin’ ya in on a secret. That’s a pro move. Folks in the voiceover game, especially actors, know how to play with their delivery to match a brand’s vibe. They can switch from intense to cozy in a heartbeat, dependin’ on what the ad needs.
Here’s a lil’ table I whipped up to break down what a great ad voice needs:
| Quality | Why It Matters | Example in Perdue’s Case |
|---|---|---|
| Clarity | Gotta hear every word, no mumblin’! | Hackman’s diction was spot-on. |
| Emotional Tone | Makes ya feel somethin’—trust, hunger, joy. | His voice felt reliable, like a friend’s. |
| Uniqueness | Stands out from the crowd of boring ads. | That deep timbre ain’t somethin’ ya forget. |
| Fit for Brand | Matches what the company’s all about. | Sophisticated tone for a premium chicken vibe. |
When ya got all that workin’ together, it’s like magic. And Perdue, man, they’ve been mixin’ that potion for a long time.
Wrappin’ Up the Voice Mystery
So, where does that leave us with the big question: who’s the voice in the Perdue chicken commercial? Well, if we’re talkin’ about the classic ads that stuck with a lotta folks, it’s pretty darn likely to be Gene Hackman, bringin’ his Hollywood charm to the poultry world. Before him, we had Frank Perdue givin’ it that personal, small-town feel. And now? They’re switchin’ it up with different voices for different vibes, plus cool collabs like the one with Wayne Brady for game day fun.
What’s clear is that Perdue knows the power of a good voice. It ain’t just about tellin’ ya to buy their chicken—it’s about makin’ ya feel somethin’, whether that’s trust, excitement, or just a hankerin’ for some crispy wings. Their ads have grown with the times, from a farmer’s chat to a celeb’s gravitas to live improv shenanigans. And through it all, they’ve kept their focus on quality, both in their product and how they pitch it to us.
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Vintage Ads: Perdue Chickens – Tender Chicken
FAQ
Who are the people in the perdue chicken commercial?
Chris and Ryan Perdue, part of the fourth generation of Perdues working in the family business, joined their father, Chairman and long-time advertising spokesperson Jim Perdue, in two commercials featuring PERDUE® HARVESTLAND® organic chicken.
Why did they change the words in the Purdue chicken commercial?
The group said that the ads having to do with Harvestland products must be changed because not all of Perdue’s chickens are raised and processed organically. Meanwhile, the National Advertising Division cleared Perdue’s website, finding that it didn’t claim that all of its chickens are organic.
How old is the perdue chicken guy?
According to Perdue company officials, Perdue died on March 31, 2005, after a brief illness. He was 84.
Who are the Purdue chicken boys?
Thus dawned the official debut of Chris and Ryan Perdue as spokesmen for the family business.