It’s no secret that moms control the majority of their families’ purchases, especially when it comes to food. In fact, U.S. moms have a spending power of $2.4 trillion. It’s not unusual for companies to target moms in their marketing, but with its latest TV spot, Culver’s took this insight further, tapping into millennials, who make up 83 percent of new moms.
Knowing millennials value easy, customizable meals and transparency about the quality of the food they’re eating, Culver’s highlighted its chicken sandwiches: the Grilled Chicken Sandwich, the Crispy Chicken Sandwich and the Spicy Crispy Chicken Sandwich, the restaurant chain’s newest chicken offering.
The commercial, features Culver’s co-founder Craig Culver and his daughter—and millennial mom of two—Brittany. They tour Springer Mountain Farms in Georgia and talk with the farmer about what it means to raise quality chicken.
“Like Brittany, I’m a mom who feels the great responsibility of making the right choices for my family,” says Julie Fussner, vice president of marketing at Culver’s. “Our goal with this spot was to share some of the very real questions moms have and show guests that they can feel good about eating our chicken.”