News

Church's debuts Texas Chicken, new ad campaign

May 28, 2013

Church's new Texas Chicken, debuting on the menu for a limited time, is a half chicken marinated in seasonings and cooked without batter or breading to a golden brown. The chicken is then dusted with a special blend of Texas seasonings which add sweet and spicy flavors, as well as a smokiness reminiscent of a backyard barbecue, according to the company.

"Texas is the birthplace of Church's Chicken and our chicken has been at the center of our culture since day one," said Rob Crews, chief marketing officer for Church's. "Our product innovation team developed a whole new way to enjoy Church's with a new menu item that pays tribute to Church's Texas roots and some of the best barbecue in Texas."

Texas Chicken is available for a limited time through July 28 at participating restaurants. The price for a half chicken starts at $3.69 and a combination meal at $5.69. Prices may vary.

Life's too short to skimp campaign

The launch of Church's new advertising campaign starts with the introduction of its Texas Chicken. The campaign showcases Church's in a fun, relevant way, according to the company.

With the growing perception by consumers today that companies are "skimping" on everything from packaging to customer service, Church's Life's Too Short to Skimp campaign is a "proclamation that applies to the quality of the brand's food, guest experience and restaurants."

One of the vignettes shows a young man trying to squeeze into his movie theatre seat and another shows a man opening up a bag of chips that's half full. The spot evolves into the same guys eating Church's new half chicken portion of Texas Chicken and a voiceover that says, "At Church's we don't believe in skimping on chicken. To prove it we're introducing an idea so big, it had to be called Texas Chicken."

The campaign is multicultural.

Read more about food and beverage promotions.