First New Ad Campaign in Three Years Showcases the Brilliance of the Product – It’s Chicken Genius!
ATLANTA (RestaurantNewsRelease.com) It may be hot outside all over the country but things are really heating up inside Church’s restaurants today, as the QSR chain launches its New Spicier Spicy Chicken.
Church’s is responding to the ever-changing eating habits and adventurous palates of today’s consumers. Its new product is marinated for twelve hours so that each bite has just the right amount of a spicy kick coupled with a bold flavor profile.
“Spicy foods continue to be a “hot” trend, no pun intended,” said Kirk Waisner, Chief Chicken Officer of Church’s Chicken. “Our guests crave hotter foods and our new Spicier Spicy Chicken delivers with a perfect balance of heat and flavor. The secret is in the preparation.”
The new product is being introduced with a new ad campaign – the first for Church’s in more than three years. It was created by Atlanta-based Trend Influence, the brand’s new creative agency. The television ad depicts a Church’s team member named Doug who has prepared the new Spicier Spicy Chicken and when tasted by the restaurant manager – his boss – he is so taken with the bold, spicy flavor that he calls Doug a “Chicken Genius.” Doug and his boss will be recurring characters in the brand’s ongoing Chicken Genius ad campaign as Church’s continues to launch new products. The :15 and :30 second television and radio spots, in both English and Spanish clearly demonstrate Doug’s dedication and passion for delivering the highest quality products and services to the brand’s guests in a fun and engaging manner. The campaign will also be supported with direct mail and outdoor billboards.
The theme of Chicken Genius will be showcased on every touch point in the restaurants including packaging with Chicken Genius sayings such as “Contents prepared by a Certified Chicken Genius” and “Made from Scratch is Chicken Genius” and “Spicy, Crunchy, Juicy, Genius.”
“Our new advertising campaign showcases the quality our guests have come to expect from our world famous chicken and hospitality from our service ambassadors in our restaurants,” said Andy Bonaparte, VP of Advertising. “The campaign aims to prove the brand’s new innovative products are pure Chicken Genius and our guests, for choosing Church’s – well that’s Genius – Chicken Genius!”
Church’s New Spicier Spicy Chicken is a permanent menu item in all Church’s stores across the country.
About Church’s Chicken
Founded in San Antonio, Texas, in 1952, Church’s Chicken® is a highly recognized brand name in the Quick Service Restaurant sector and is one of the largest quick-service chicken concepts in the World. Church’s Chicken® serves freshly prepared, high quality, flavorful chicken both Original and Spicier Spicy and tenders, with signature sides and hand-made from scratch biscuits. Church’s differentiates from its competitors in care and attention given in preparation of food, and is positioned as the value leader in the Chicken QSR category. As of March 2010, the Church’s system consisted of more than 1,700 locations worldwide in 22 countries, with system sales approaching $1.2 billion. For more information on Church’s Chicken, visit www.churchs.com.