Church's Chicken effort includes radio, TV


The quick service restaurant chain has launched its new “You Bring It Home” campaign, via Atlanta-based Trend Influence. The first general market and Spanish language TV, radio, outdoor and print will focus on the brand’s everyday low pricing and Church’s new 9 for 99 cents value menu being introduced at participating restaurants.

“You Bring It Home” emphasized Church’s tradition of serving up freshly prepared, high quality, authentic Southern-style fare, to help people provide affordable, complete meals that they are proud to bring home and serve to their families.

“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, SVP/brand marketing.

The TV creative features a mom 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 the “gotcha” look.

“You Bring It Home” will appear on every touch point moving forward including merchandising and packaging.