“Our new Crispy Chicken Taco was developed to be more relevant and meet the needs of younger and more mobile consumers,” says Tony Lavely, chief marketing officer of Church’s Chicken. “This portable product is the first on our new menu board, but it certainly won’t be the last of its kind.”
Church’s Crispy Chicken Taco is made with a freshly prepared crispy flour shell filled with seasoned chicken topped with shredded lettuce and real shredded cheddar cheese. It has a traditional Southwestern flavor profile. Church’s guests can purchase two Crispy Chicken Tacos with crispy fries and a regular drink for $3.99 or one taco for only 99 cents.
“The brand’s ‘Chicken Genius’ advertising campaign has been gaining momentum since the introduction of our new Spicier Spicy Chicken in August,” says Andy Bonaparte, vice president of advertising for Church’s. “The recurring characters of Doug, a restaurant team member, and his manager who calls Doug a ‘Chicken Genius’ because of his ongoing passion and new ideas for Church’s Chicken will again help introduce another new product.”
The new Crispy Chicken Taco will be supported by a 30-second TV commercial featuring Doug working the drive thru as a convertible pulls up with four teenagers—three girls and a guy—to pick up their Crispy Chicken Tacos. The girls recognize the Chicken Genius and start screaming as they are overcome with emotion as if Doug is a famous rock star and they are experiencing this brush with greatness.
The guy does not understand all the attention given to Doug until he tastes the new Crispy Chicken Taco. He then declares Doug a Chicken Genius. Another 15-second ad will showcase “Moments of Chicken Genius” highlighting the new product and its portability. The television and radio spots will be in both English and Spanish. The Crispy Chicken Taco will be supported in-store and with direct mail and outdoor billboards.