News

Church's Chicken launches new ad campaign

November 2, 2011

Church's Chicken has launched its new ad campaign with the tagline "You Bring It Home," embracing the chain's Southern style.

"We have spent a considerable amount of time talking and listening to our customers about what is important in their lives," said Jim Hyatt, Church's CEO. "Our customers have a great sense of pride in providing for their families. Our food brings comfort and people together to help improve their quality of life."

Created by Atlanta-based Trend Influence, the first general market and Spanish language TV, radio, outdoor and print ads will focus on the brand's everyday low pricing and Church's new "9 for 99 cents" value menu being introduced at participating restaurants.

"Our new campaign speaks directly to and celebrates our customers -- the moms and dads -- who provide for their families everyday and know they can rely on Church's in their community to help them bring home a meal they can be proud to serve," said Joel Bulger, senior vice president of brand marketing.

The first "You Bring It Home" commercial features a spot where a Mom is seen arriving home overloaded with shopping bags and her husband comes to her rescue. The only thing he takes off her hands is the bag of Church's which he carries into the kitchen where the kids are sitting around. He proudly tells the kids he has Church's Chicken for them. They show their excitement by calling out in unison "Dad! Dad! Dad!"

Mom, thinking her husband is getting all the credit when she was the one to bring it home, holds up another Church's bag and tells the kids she has the apple pie. They start all over again, this time chanting "Mom! Mom! Mom!" Mom looks over at Dad and gives him a friendly "gotcha" look.

"You Bring It Home" is the foundation of the new creative platform and will appear on every touch point moving forward including merchandising and packaging.

Read more about marketing campaigns.