Industry News | April 27, 2009

Church's Knows What Good Is

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Church’s Chicken today premiered its 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 landscape, 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, says, “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,” says Sean Salas, president and CEO of The Cartel Group.

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.