Chick-fil-A: Rivalry Restaurant by McCann New York
- Location:
To unite a community entrenched in a 125-year-old football rivalry, Chick-fil-A introduced 'Rivalry Restaurant,' a one-of-a-kind modular restaurant experience. Carefully placed at the border of both West Point, Georgia and Lanett, Alabama, Georgia Bulldogs and Auburn Tigers fans gathered together to celebrate the 'Deep South’s Oldest Rivalry' game, and enjoy some Chick-fil-A.
To underscore the unique history and heritage of the rivalry, fans lined up separately on their respective sides of the state line. They met at the serving window to receive a meal of Chick-fil-A together, emphasizing the coming together of communities.
The restaurant exterior featured a custom mural celebrating the clash with illustrations of the beloved team mascots, Uga and Aubie. In addition to free Chick-fil-A food, the event featured entertainment, visits with former Auburn and Georgia players, and outdoor game viewing party.
The 'Rivalry Restaurant' launch was supported by posts to Twitter and Facebook, Instagram stories, and a Snapchat filter, some which included the Chick-fil-A 'Eat More Chicken' cows. CBS and ESPN whitelisted social pushes to UGA and AUB fan pages. Local DJ reads and 'DJ battles' were included, with one DJ from each state (DJ Dalil Homie from WZHT and DJ AP from WBFA). OOH was supported through a sign on state line teasing event to build excitement among local towns.
Credits
Client: Chick-fil-A
Joe Saracino: Vice President, Brand Strategy, Advertising and Media
Kevin Purcer: Sr. Manager, Digital Strategy and Engagement
Suzi Yebio: Sr. Manager, Advertising
David Rowe: Manager, Advertising
Lynah Stone: Advertising
Keith Hester: Sports & Entertainment Partnerships
Georgia Gray Wilson: Partnerships & Activation marketing
Shane Todd: Operator
Agency: McCann NY
Eric Silver: CCO, North America
James Dawson-Hollis: Global Executive Creative Director
Martha West: Creative Director
David Gonzalez: Creative Director
Craig Bishop: Senior Art Director
Drew Botcherby: Senior Copywriter
James Fees: Copywriter
Kelsey Daharb: Art Director
Veronica Bertran: EVP Co-Head Account Management/Global Acct Dir, Account Leadership
Dina Hovanessian: SVP Group Account Director
Kelley Cox: Account Supervisor
Mariana Ciocca: Account Executive
Nathy Aviram: Chief Production Officer
Barbara Resua-Cordts: Producer
Gabrielle Levy: Producer
Alex Goldklang: Senior Project Manager
Savanah Brihn: SVP, Group Planning Director
Justin Luk: Senior Strategist
Rachel Aronson: Senior Social Strategist
Illustrator
Brian Allen FlyLand Designs
Production: HeLo
Tom Webster: Executive Creative Director, HELO
Jim Striebach: Technical Director, HELO
Rebecca Straney: Producer, HELO
Brendan Kiernan: Executive Producer, HELO
Justin Moore-Lewy: Executive Producers, HELO
James Okumura: Director of Integrated Production, HELO
Mary Pope: Production Coordinator, HELO
Tanya Spicer: Line Producer
Wanda Morganstern: Location Scout
Mike Marshall: Director, Film Content
Josh Krasweski: Director of Photography
Calvin Florian: Production Manager
Post Production: No 6
Nick Schneider: Editor, NO6
Evelina Gokinayeva: Assistant Editor, NO6
Rob Feliack: Audio, Plush
Corina Dennison: EP, NO6
Laura Molinaro: SP, NO6
Ed Skupeen: Senior VFX Artist, NO6
Mark Reyes: Assistant VFX Artist
