Church's Chicken Adds 'Real' Ingredients to Latest Ad Campaign

Church's Chicken(R) today premiered their new advertising campaign expanding on the marketing success of 2007's 'I Know What Good Is' brand initiative. The campaign debuting today features real Church's fans, a vibrant city landscaping and a catchy urban remix of the popular 'I Know What Good Is' jingle.

Church's Executive Vice President and Chief Marketing Officer, Farnaz Wallace said, 'The creative approach naturally transitioned from casting actors to finding real people who translate the same authentic quality found within the neighborhoods where Church's is proud to serve for over 57 years. Modifying the latest ad campaign with a more direct stance, proclaiming 'You Know What Good Is' empowers the viewers - by acknowledging throughout the new campaign that they truly know what good is.'

Church's, in collaboration with their Agency of Record, San Antonio-based The Cartel Group, began casting for the 'You Know What Good Is' campaign in mid-December of 2008. Visiting local Church's restaurants and interviewing everyday customers, the creative team wanted to capture the new faces and eclectic voices of the Church's Chicken customer. With a strong innovative marketing campaign, the brand successfully struck a synergetic cord with their loyal consumer base.

'When we selected the brand fans, we immediately knew that this was an organic fit for the new Church's campaign,' said Sean Salas, President and CEO of The Cartel Group. 'Their passion and enthusiasm for the brand gave them an undeniable credibility and rapport with Church's consumers. Throughout the campaign, viewers will see a combination of the phrases 'I Know What Good Is,' 'You Know What Good Is' and 'Do You Know What Good Is?' which reinforces that the campaign is empowering the consumer and engaging them to be proud of their brand loyalty.'

The brand's steadfast commitment to value, family, fellowship and tradition connects through the diverse yet inclusive personalities and stories that each fan brings to the table.

In 2009, Church's creative momentum has also translated into a new packaging design, and the chicken chain also initiated the testing phase for crew uniforms. The updated outfit combines urban flavor with contemporary fashion-sense. Church's restaged packaging comes in a simplified design and utilizes Church's 'Goodisms' to deliver a straightforward connection between consumer and product. The uniforms, currently being tested in the Atlanta and McAllen markets, convey the brand's energetic trademark colors and adds a stylized flavor and eco-friendly touch with selected items made from recycled materials.

'Every year Church's performs in-depth consumer research to make sure the brand's marketing strategy and messages correctly align and remain relevant. This year, three strategic pillars of value, family/fellowship and quality were revealed, empowering the brand's presence and message throughout the community. Touting six years of consecutive positive same store sales growth articulates a multi-cultural and cross-generational rapport among our consumer base in the most authentic fashion which continues to position us in a 'winning' league and niche of our own,' says Wallace.

With Church's legacy of taking a 'no-frills' approach to its advertising strategy, messaging and product development, the brand has enjoyed continued success of achieving six years of consecutive positive same store sales in selling its high quality, great tasting fried chicken at an unbeatable value.

Reader Comments:

Be the first to leave a comment for this article