Church's Chicken has turned up the heat, launching its new "Spicier Spicy Chicken" today.
The new chicken item is marinated for 12 hours and couples heat with bold flavor. It is a permanent addition to the menu and is available in stores throughout the U.S.
Kirk Waisner, chief chicken officer of Church's, said the flavor secret is in the preparation, and the item was launched in response to consumer demands for spicier products.
Church's first launched its spicy bone-in chicken and chicken tenders nationwide in 2005.
Spicier Spicy Chicken is being introduced through Church's first ad campaign in more than three years. The ad is called "Chicken Genius" and it will be implemented in TV and radio spots, direct mail, outdoor billboards and on every touch point in the restaurants.
Commercials will be aired in both English and Spanish.
