Perdue Chicken is out with a selfie-style video campaign thanking the people on the front lines of food production and delivery who are busy working during the pandemic. The spots feature Chairman Jim Perdue, who recorded the campaign on his own cell phone with one of his company’s trucks in the background.

Perdue shows gratitude for everyone from farmers to shelf stockers, “folks who are rarely seen, even more rarely thanked, yet they’re always there when we need them the most,” he says in the 30-second “We Thank You” spot. 

That video, and a 15-second “A Time Like This” clip, were shot with a script and directions provided remotely by The VIA Agency. The clips have a genuine feel, with elements like the wind being heard in the background. Perdue plans to run these spots instead of a campaign it had previously planned to launch on March 30.