Marketing
Lee's Famous Recipe Chicken has disbelievers eating their famous last words in latest ad campaign
Lee's Famous Recipe Chicken has a new advertising campaign aimed at having "doubters eating their famous last words" about the chicken brand. QSRweb talked to Dan Sokolik, vice president of marketing for Lee's, about the fresh campaign and how it's working for the 60-year-old chicken brand.
June 20, 2025 by Mandy Wolf Detwiler — Editor, Networld Media Group
Lee's Famous Recipe Chicken, which has 33 company owned units out of 134 total locations, is having disbelievers eat their famous last words in a new ad campaign. Alongside Plein Air Agency, the campaign leads on the brand's playful side and marks a significant shift in the brand's messaging.
The campaign leans into humor, showing doubters eating their "famous last words" after just one bite of Lee's Famous Recipe Chicken. It marks the next phase in the brand's evolution following a major rebranding effort in 2023, when they partnered with design firm Chute Gerdeman to develop Lee's new visual identity, drawing inspiration from their core values of Heritage, Care, Quality, Comfort and Traditions.
"We are investing in creative production more than ever as part of our commitment to evolving our brand while reminding both new and long-time customers exactly why we're famous," Dan Sokolik, VP of marketing, said in a press release about the new advertising campaign. "We are investing in creative production more than ever as part of our commitment to evolving our brand while reminding both new and long-time customers exactly why we're famous.
"I'm excited to get these ads in front of the public and continue to build on our reputation as a brand that welcomes everyone, even those who doubt us. I'm excited to get these ads in front of the public and continue to build on our reputation as a brand that welcomes everyone, even those who doubt us."
QSRweb asked Sokolik about the new advertising campaign in an e-mail Q&A and how it seems to be working for the chicken brand.
Q: The campaign's core message is about "doubters eating their famous last words." What specific consumer insights led to this humorous and slightly challenging approach, and how do you anticipate it will resonate with both long-time fans and new customers?
Sokolik: The idea behind 'doubters eating their famous last words' comes from something we see all the time, which is people are naturally skeptical of new branding and marketing. That's where the humor comes in. It lets us poke fun at that doubt in a lighthearted way. We think this approach will click with our longtime guests who know and love our brand's history, while also grabbing the attention of new folks by welcoming them into our story with something bold, fun and relatable.
Q: This campaign marks a "significant shift in the brand's messaging" and leans into a playful side. Can you elaborate on what the previous messaging emphasized and why now was the right time to make this change?
Sokolik: Historically, our messaging centered around the quality, comfort and heritage of our brand. But as the market continues to evolve, we saw an opportunity to bring a more playful tone into the mix. Lee's has been known for its famous recipe for nearly 60 years, and by refreshing our approach, we're aiming to connect with a new generation of guests who value both authenticity and a sense of humor. It's about honoring our legacy while showing that we're evolving and staying relevant in today's competitive landscape.
Q: You mentioned increased investment in creative production. How does this new level of investment translate into the quality and reach of the current ads compared to previous campaigns?
Sokolik:The increased investment in creative production has had a clear impact on the quality of our ads. We've been able to raise the bar across the board—better scripting, stronger storytelling, higher production values, and more thoughtful visual execution. This has allowed us to create content that feels more premium, more intentional, and much more in line with the brand personality we're aiming to express. It's not just about looking better — it's about communicating more effectively and leaving a stronger impression on our audience.
Q: The campaign builds on a major rebranding effort in 2023. How does this ad campaign specifically leverage or reinforce the new visual identity and the core values of Heritage, Care, Quality, Comfort and Traditions?
Sokolik:This new ad campaign is really where our rebrand comes to life. You'll see the updated brand colors, brighter visuals, a refreshed photo and video style, and of course, our new Lee's logo — all of which help establish a more modern, vibrant look and feel. At the same time, we've made sure to keep our roots front and center. The campaign includes subtle but meaningful references to our heritage, like photos of our founder, Lee Cummings, and shots of the original store. It's our way of tying the past to the present. The whole campaign was built to reflect our core values in a way that feels fresh but still true to who we've always been.
Q: The ads are launching on social media and streaming TV. What was the strategic thinking behind choosing these specific channels, and what are your expectations for audience engagement on each platform?
Sokolik:We extensively researched where and how Lee's guests are consuming media. Our agency partners use a custom audience targeting approach that helps us deliver the right messages to the right audiences at the right times.
Q: How will you measure the success of this "Dares Doubters" campaign? What key performance indicators (KPIs) are most important to you in evaluating its effectiveness?
Sokolik:We look at all platform metrics and are keenly aware of engagement. But, at the end of the day, we are most focused on impact and driving traffic and sales into our restaurants.
Q: Lee's has nearly 60 years of history. How do you balance celebrating that rich legacy with "finding new ways to reinvent itself," as Paul McEnany from Plein Air Agency mentioned?
Sokolik:Balancing respect for our long history with a desire to keep things fresh is something we take seriously. Our partners at Plein Air have been fantastic collaborators, helping us bring fresh ideas and a playful, modern vibe to Lee's while staying true to what makes the brand special. Together, we've refreshed our look and messaging in ways that honor our heritage but also connect with today's guests. It's all about evolving without losing the heart of Lee's.
Q: Beyond initial impressions, what long-term impact do you hope this campaign will have on Lee's Famous Recipe Chicken's brand perception and market position?
Sokolik:At the end of the day, we want this campaign to make Lee's Famous Recipe Chicken feel like a brand people love and relate to — not just our longtime fans, but also a whole new generation of guests. Over time, we hope it helps strengthen our spot in the market by building loyalty with current customers and encouraging new people to give us a try. And really, this campaign is just the start of an ongoing evolution for the brand as we keep finding new ways to connect and grow.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
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