How NotCo is looking to capitalize on the Minecraft ‘chicken jockey’ craze

Plant-based packaged food brand NotCo is looking to get in on the Minecraft “chicken jockey” craze, a reference to a scene in the movie where a baby zombie rides a chicken, a rare occurrence in the video game. In a LinkedIn post, NotCo CEO and founder Matias Muchnick posted about a hypothetical product—NotChicken Jockey. “We do think we have a crazy recipe ready,” he wrote. “Just waiting now for someone at Microsoft to return our calls.” The post includes a photoshopped image of “A Minecraft Movie” star Jack Black holding a NotChicken Jockey bag. NotCo already makes vegan chicken nuggets and chicken patties. The company has a joint venture with Kraft Heinz to make plant-based versions of Kraft Heinz products. “With all the buzz around it and the power of our AI capabilities, we’re excited about the idea of creating a product like this and would love to make it happen,” Muchnick said in an email to Ad Age. “We’re definitely interested in connecting with Microsoft or Minecraft and are exploring how to turn the idea into reality.” Microsoft, Minecraft’s parent company, did not return a request for comment. The rarity of seeing a chicken jockey in the game has caused theatergoers to go wild during screenings of “A Minecraft Movie,” throwing huge bags of popcorn and toilet paper, shouting, getting on each other’s shoulders and even bringing live chickens into movie theaters, all making for viral internet content. The outbursts even led one movie theater in New Jersey to ban kids without a parent or guardian present. The chicken jockey reactions have drawn criticism for creating a mess that movie theater staff then have to clean up, damaging theaters and endangering other guests. The family-friendly “A Minecraft Movie” has surpassed $550 million in global ticket sales. Some Regal theaters are even leaning into the trend, running “Chicken Jockey Screenings” this weekend that encourage fans to dress up, “whoop, yelp, clap and shout.” NotCo wouldn’t be the first brand to align with the Minecraft fandom. McDonald’s rolled out a global Minecraft movie meal with collectible toys for both kids and adults, including pixelated versions of Grimace, Birdie and the Hamburglar. Other brands have also posted about the chicken jockey meme, including FedEx, IMAX, McDonald’s and WWE. Minecraft is just the latest movie to spark in-theater antics. In recent years, “Taylor Swift: The Eras Tour” led audiences to treat the screening like a concert, dancing in the aisles and even gathering under the movie screen, and “Minions: The Rise of Gru” sparked the Gentleminions trend of teens dressing up in suits.

How NotCo is looking to capitalize on the Minecraft ‘chicken jockey’ craze

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