Shane’s Rib Shack, a Petrus Brands company, has begun its “Tender Loving Chicken” television ad campaign, which reveals the company’s best kept secret — premium, white meat, whole, fresh (never frozen), chicken tenders — served either hand-breaded and fried or flame grilled. The restaurant chain currently has 65 franchised locations in 12 states, including Arizona, Florida, Georgia, Iowa, Kentucky, Louisiana, Maryland, New York, North Carolina, Ohio, Tennessee, and Virginia.
Shane’s Rib Shack’s Ellen Bookman tells RBR-TVBR about the media buy: “The Shane’s Rib Shack’s s multi-market cable buy will be featured in numerous markets including Atlanta, Greensboro, Charlotte, Raleigh, Nashville, Florence, Savannah and Columbus. Each media buy is tailored for the specific store location and market and is comprised of various networks including ESPN, A&E, Discovery, FX, TBS, TNT, USA, Golf, and History.”
Both chicken tender options can be enjoyed plain or tossed in one of Shane’s nine signature sauces. To round out Shane’s Rib Shack’s chicken menu offerings, the company also features smoked chicken wings, hand chopped BBQ chicken, half chicken, smoked chicken salad and an array of fresh salads.
Via Innovative Advertising (Covington, LA), the campaign was developed to broaden menu awareness and also includes in-store POP, print ads, new menu board panel, billboards and VIP cards offering free “3 piece tender” meals designed to complement the local store marketing programs and developed to drive trial and awareness to increase customer frequency.