Church’s Chicken, one of the world’s top chicken chains, launches today yet another portable value product for lunch, dinner and snacking – its new Chicken Mini Sandwich.
“Today more than ever, our customers are looking for value without sacrificing great quality products,” said Marc Butler, Senior Vice President of Marketing for Church’s Chicken. “We knew after testing this sandwich in local markets, this product had all the right components to meet the needs of our customers.”
Church’s Mini Sandwich is an all white meat breast filet on a toasted, slightly sweet bun topped with lettuce, creamy Original or Spicy mayonnaise and a crunchy dill pickle chip. One Church’s Mini is only 89 cents or two Mini sandwiches for $1.49.
The Chicken Mini sandwich will be supported on television, radio, in-store, direct mail and outdoor billboards. “Once again, the recurring characters of restaurant team members Doug and his Manager, will demonstrate the genius – that is the Chicken Genius – in this product,” said Andy Bonaparte, Vice President of Advertising. “These characters have taken on their own playful and fun personalities and our customers look forward to seeing the next chapter in the life and times of Doug and his Manager.”
The new Mini Sandwich will be supported by a new :30 ad with Doug on his lunch break about to take a bite of the Mini Sandwich. His Manager sits at the table with him and proclaims that the new Mini is Chicken Genius. Doug states all the qualities of the Mini. Not being able to resist, the Manager leans over and takes a bite of the Mini sandwich that Doug is about to eat.
The :30 Spanish ad features a mother and son standing at the counter at Church’s and Doug and the Manager on the other side. The son relays to Doug that his mother thinks she can go up against the new Mini sandwich in her own home kitchen. They banter back and forth about the ingredients until the mother hears the price of the new Mini sandwich. Knowing she can’t beat the value and quality, the mother then tells Doug to take her son’s order for the new Mini sandwich.
The :15 second English and Spanish ads will showcase ‘Moments of Chicken Genius’ highlighting the new product and its portability.
About Church’s Chicken
Founded in San Antonio, Texas, in 1952, Church’s Chicken® is a highly recognized brand name in the Quick Service Restaurant sector and is one of the largest quick-service chicken concepts in the World. Church’s Chicken® serves freshly prepared, high quality, flavorful chicken both Original and Spicier Spicy and tenders, boneless and bone-in wings, Crispy Chicken Taco and Mini Sandwich with classic sides and hand-made from scratch biscuits. Church’s differentiates from its competitors in care and attention given in preparation of food, and is positioned as the value leader in the Chicken QSR category. As of March 2010, the Church’s system consisted of more than 1,700 locations worldwide in 22 countries, with system sales approaching $1.2 billion. For more information on Church’s Chicken, visit www.churchs.com.