It’s the busiest time of the year for many people, and time to get everything done before the holidays is precious. That’s why Chick-fil-A has launched an initiative to help people give the gift of time.
The restaurant's new campaign encompasses a two-minute animated film, an online Time Shop, and a limited-time pop-up in New York City – all centered around creating space and gifting ‘Together Time’ at the holidays.
The campaign is fronted by an animated story introducing the magical world of The Time Shop. A girl tries to get her family to build a snowman with her, but they are all too busy. The girl, dejected, is led by two cats through a grandfather clock into an alternate world and a shop called the Time Shop. There she meets a man who shows her all the different elements of time – lost time, time that flies, and the most important, ‘Together Time’.
He gives her a certificate, which she takes back to her family and tells them about her journey. The family gathers around, listening intently and viewing the certificate. They all go out and start making a snowman together as the camera zooms in on the certificate, which says "1 hour to make the best snowman ever."
The chicken chain is bolstering the message with a Time Shop website, where people can create and gift a custom Time Card to loved ones.
There will also be a free pop-up Time Shop experience in New York City, open in the SoHo neighborhood from 4-17 December (closed on Sundays, like all Chick-fil-A stores).
“During Christmas and the holiday season, so much of the conversation revolves around gifts. When we asked people what matters most to them, the resounding response was, ‘time,’” said Ashley Callahan, Chick-fil-A senior marketing director.
In a national survey commissioned by Chick-fil-A with the Bantam Group, 73% of respondents said they want more time together with people they care about. 93% said quality time together is the single most important ingredient to creating favorite holiday memories, surpassing the food, decorating and music, parties and gifts.
To get more time, respondents said social media was the number one thing they would be willing to sacrifice to spend more quality time with people they care about. It was especially true among millennials (57%) and parents (55%).
“’Together Time’ is all about setting aside time for making memories, and is a phrase you’ll hear in our animated film. Years from now we might not remember what gifts we received, but we will remember how it felt to be with the people we love,” added Callahan.
Chick-fil-A seems to be setting aside its chicken sandwich war with Popeyes for the holidays. Popeyes chief marketer Fernando Machado recently told the Wall Street Journal that it is beefing up its digital marketing efforts, including social media coverage, thanks to its chicken sandwich.
“It was all to drive talkability on social and get coverage through PR,” Machado told the WSJ, regarding its Twitter jabs at Chick-fil-A.
See the campaign elements by clicking on the Creative Works box below.