Church’s Chicken, the quick service restaurant chain, announced today the launch of its new “You Bring It Home” ad campaign. Church’s has a rich 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. “You Bring It Home” implies not only a call-to-action, but also everyday accomplishments.
“We have spent a considerable amount of time talking and listening to our customers about what is important in their lives,” said Jim Hyatt, Church’s Chief Executive Officer. “Our customers have a great sense of pride in providing for their families. Our food brings comfort and people together to help improve their quality of life.”
The first general market and Spanish language TV ads, radio, outdoor and print created by Atlanta-based Trend Influence, will focus on the brand’s everyday low pricing and Church’s new 9 for 99 cents value menu being introduced at participating restaurants.
“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, Senior Vice President of brand marketing.
One commercial to feature “You Bring It Home” is the spot where a Mom is seen 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 a friendly “gotcha” look.
“You Bring It Home” is the foundation of the new creative platform and will appear on every touch point moving forward including merchandising and packaging.