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Church’s Texas Chicken
Transforming a Legacy Brand to Drive Engagement and Growth.
This iconic Texas brand – which recently celebrated its 70th birthday – knew its generous portions and irresistible flavors would always delight, whether in its home state or at its 800 nationwide franchises. But while Church’s was confident its down-home flavors and delectable offerings were a hit, it needed to stand out in a crowded space and dominate the QSR chicken sandwich wars. The company came to Material to jump start its digital strategy and develop a strong point of view (POV). Our goal was to update and unite the brand’s disparate digital platforms, develop a powerful online presence, and maintain its rich, Texas heritage.
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Leveraged multi-source customer data and predictive customer analytics to inform the brand refresh and drive program effectiveness, ROI, and optimization opportunities.
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Evolved brand presence from TV commercials to social-first content.
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Recruited relevant influencers to drive word-of-mouth and virality with fun “bring first bite to life” posts.
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Redesigned partnership, email, and sponsorship marketing programs to include graduation, birthday and other milestone occasions.
We firmly believe that authenticity is a key ingredient for maintaining relevance. That belief propelled social-first, digital-only activations like the “finders -keepers” scavenger hunt and a drive-through experience for 2020 graduates. When Church’s chicken sandwich truck hit the streets, we used real-time content to deliver food right to people’s doorstop, which fans loved!
Clearly, our strategy hit the spot: Church’s saw a 90% increase in online sales and a 76% growth in email subscribers. And we introduced this legendary brand to a new generation, earning 9.1MM impressions and 1.1MM engagements in the first year of the campaign !
