The Drum Awards Festival - Extended Deadline

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Date: Feb 2019
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Church’s Chicken, the fried chicken brand, has unveiled a new tagline; ‘Bringin’ That Down Home Flavor’ as it attempts to have its “biggest year ever.”

Released this week across an integrated marketing and branding campaign, developed by Wunderman Thomson’s Atlanta office, the brand aims to highlight its Texas-inspired flavors with more activity planned later in the year.

Running across traditional and digital media platforms, the media plan for the campaign has been handed by another WPP agency, Mindshare Atlanta with the tagline attempting to introduce; “a fresh, contemporary look and feel for Church’s that dials up the brand’s culinary skill and personal authenticity,” the brand stated in a release.

“We’re serious about making 2019 Church’s biggest year ever,” commented Jennifer Chasteen, Church's vice-president of brand strategy and activation. “The new brand positioning is the cornerstone of a much larger multi-year plan to elevate the brand across the entire quick-service industry,” she added.

The activity was developed around the consumer insight that loyal and new customers both were attracted by the brand’s range of food offerings such as its original hand-battered fried chicken or its macaroni and cheese.

“The campaign is founded upon taking that never settle Texas spirit to tell our story of taking ordinary meals and elevating them to another layer of flavor,” continued Georgia Margeson, senior director of advertising for Church’s Chicken. “Down Home serves as a rallying cry for something that goes above and beyond customers’ expectations in flavor, abundance, variety, and value and Church’s Chicken being the only restaurant that brings it all to the table.”

Church’s, along with its sister brand Texas Chicken outside the Americas, has over 1,500 locations across 23 countries and international territories.