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Church's Chicken adds humor to value messaging

April 3, 2013

Church's Chicken has introduced a new, tongue-in-cheek marketing campaign for value-seeking consumers: The "limited time only Almost Free offering."

Launching today in participating markets and restaurants, the 30-second TV spot, created by Church's agency of record, Chicago-based eswStorylab, is focused on grabbing the attention of both loyal and new customers who are searching for the best restaurant deals.

The spot opens with a visual message on the screen with a photo backdrop of the offer – Free Chicken (almost). The announcer then says, "Free Chicken! That's right. I said (almost) free chicken. Church's is (practically) giving away its chicken. Two pieces of tender on the inside, crunchy on the outside mixed chicken for (nearly) nothing.

The spot continues to explain the "almost free" chicken deal. The campaign uses the words "almost, practically, nearly, close to, just about and kinda" to convey humor in Church's new deal. The promotion includes two pieces of chicken and Church's new "bigger, better honey-butter biscuit" for $1.99.

"Our customers already know when they visit our restaurants they'll get a variety of choices, top quality and an abundance of food for the money they spend," said Rob Crews, chief marketing officer for Church's Chicken. "We think using a little humor in this new ad will help to break through all the other price/value offers currently featured on fast-food menus."

Jim Signorelli, founder and CEO of eswStorylab, adds, "The idea of poking some fun at the hyperbole of advertising, but at the same time offering a really great deal during tough economic times, will resonate with consumers."

Check out the new ad below:

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