Church’s Chicken announced the launch of its New Spicier Spicy Chicken. The new product is marinated for 12 hours so that each bite has just the right amount of a spicy kick coupled with a bold flavor profile.

“Spicy foods continue to be a ‘hot’ trend, no pun intended,” says Kirk Waisner, chief chicken officer of Church’s Chicken. “Our guests crave hotter foods and our new Spicier Spicy Chicken delivers with a perfect balance of heat and flavor. The secret is in the preparation.”

The new product is being introduced with a new ad campaign, the first for Church’s in more than three years. It was created by Atlanta-based Trend Influence, the brand’s new creative agency. The television ad depicts a Church’s team member named Doug who has prepared the new Spicier Spicy Chicken. When it’s tasted by the restaurant manager, he is so taken with the bold, spicy flavor that he calls Doug a “Chicken Genius.” Doug and his boss will be recurring characters in the brand’s ongoing Chicken Genius ad campaign as Church’s continues to launch new products. The campaign will also be supported with direct mail and outdoor billboards.

The theme of Chicken Genius will be showcased on every touch point in the restaurants, including packaging with Chicken Genius sayings such as “Contents prepared by a Certified Chicken Genius,” “Made from Scratch is Chicken Genius,” and “Spicy, Crunchy, Juicy, Genius.”

“Our new advertising campaign showcases the quality our guests have come to expect from our world famous chicken and hospitality from our service ambassadors in our restaurants,” says Andy Bonaparte, vice president of advertising for the company.

Church’s New Spicier Spicy Chicken is a permanent menu item in all Church’s stores across the country.

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