Challenge:

Church’s Bourbon Black Pepper Smokehouse has been a fan favorite for years, but for the younger, more digitally savvy foodies, it’s new. QSR has largely ignored bone-in chicken as an afterthought when in reality it’s a classic that’s ready for a remix. Church’s asked us to tell the origin story of Bourbon Black Pepper Smokehouse, a one-of-a-kind product that flexes on bone-in tradition, to a new audience in a way that feels like a discovery.

Insight:

There’s a reputation of “having history” being a bad thing. But what it really means is having the experience to know how to do things the right way. Just when you thought you could shut the door on bone-in chicken, Church’s puts all 70 years of experience into Bourbon Black Pepper Smokehouse that makes you wonder why all bone-in chicken can’t be this good.

Solution:

“Smokehouse Tasting Experience” campaign - an integrated campaign guiding fans to savor every sensory detail and flavor note of Bourbon Black Pepper Smokehouse Chicken on a deeper level.