Collection has Landed
Multi touch-point campaign. Wunderman Thompson . Associate Creative Director . 2020 – 2021
ECD: Cass Zawadowski . ACD Copywriter: Karen Oakley
Lookbook Case Study
The chicken wars are pretty real. And Church’s Chicken is a player, in it’s own right. And when they completely revamped their chicken tender recipe, they came to us. Rather than jump on something really gimmicky, we knew that we wanted to keep the focus on the chicken. So we took a page out of the hottest clothing trends and created a campaign that put the chicken and shrimp in the spotlight, literally.
30 second spot. TV & online.
It started on TV.
Church’s TV spots have always focused on quality ingredients and beauty shots of the food. With a concept like this we were able to maintain the classic Church’s Chicken spot all while building a rich story around the how the Collection has Landed.
No drop is complete without the lookbook. We took a basket full of the best looking chicken tenders in Texas and gave them the full fashion shoot treatment. It was a full day of propping, primping and parading these gorgeous tendies. We then gave them each a name, a backstory and a full spread in our Texas Tenders Lookbook. We sent this book through PR to key influencers and social media advocates to get some buzz around the launch.