News

Chicken wars heat up: Church’s claims taste test win over Popeyes

April 27, 2011

Quick-service competition has historically been about burger wars, but don't count out the feisty chicken chains.

Not long after Popeyes declared victory over KFC in a nationwide taste, Church's Chicken has upped the ante by claiming it won a national, independent Spicy Chicken taste test against Popeyes.

Church's even rolled out the big guns to make the announcement – Hulk Hogan hosted an event to commemorate the win in the chain's hometown of San Antonio, Texas.

"I've been a fan of Church's for a long time," Hogan said. "And beating the competition is always fun. My fans and Church's fans won big today too. Church's treated everyone to a free lunch. I've never seen so much Spicy Chicken and biscuits in one place."

Hogan presided over the festivities that featured hundreds of Church's Chicken employees and fans from all over the country and led the crowd in a chicken dance.

Church's will share the news by rolling out its first national advertising campaign in 10 years. The campaign makes its debut this week on network, national cable, syndicated programming and in local markets.

The ads star the brand's recurring two characters – restaurant team member Doug, the Chicken Genius and his manager. They are seen in an RV wrapped with signage – "Church's Beat Popeyes in a National Spicy Chicken Taste Test" – traveling around the country and getting the attention of Church's fans.

The 15- and 30-second television and radio spots, in both English and Spanish, tout the winning news in a fun and engaging manner. The campaign also will be supported by direct mail and outdoor billboards.

"This will be the first time for many people coast-to-coast to see our advertising campaign and learn more about Church's winning Spicy Chicken," said CEO and president Mel Deane. "Taste buds don't lie. The participants in the taste test preferred Church's Spicy Chicken to Popeyes Spicy Chicken. The heat is on to continue to win over all the Spicy Chicken fans out there who crave great taste and low prices."

In addition to radio and TV ads, the Church's RV will travel to cities across the country with Church's chief chicken officer Kirk Waisner to share the winning news and deliver meals to shelters.

"We have extremely loyal Spicy Chicken fans at Church's," Waisner said. "Winning this national taste test only confirmed what all of us at Church's Chicken already knew and now America does, too."