The Chicken Wars had come and gone and everyone already had a chicken sandwich, so instead of fighting to be America’s favorite, we asked them to try a little something on the side.
RESULTS:
Krystal’s first positive year over year sales in 40 weeks
Total Store Sales up 4% nationwide and 12% in key markets
Over 300% increase in Side Chik Sandwich Sales during the campaign window
Over 750 Million earned impressions
Over $50.5 Million in earned media
2023 One Show Shortlist - Integrated Campaign
2023 ADDYs Judge’s Choice x2, Gold, Silver x6
Featured On: Complex, BET, VIBE, Little Black Book, Yahoo! News, Roastbrief, AdAge, Ads of the World
TV
PreRoll & Paid Social
SIDE CHICK COVERUP SPRAY
We also put together a custom mailer for influencers and media with Side Chik Coverup Spray that smelled just like their go-to chicken sandwich so they could give us a try without their main chick suspecting a thing.
ACD/CW: Dan Lemaux
ACD/AD: Lizzy Powers
ECDs: Will Benham + Mike Groenewald
Director: Rich Downie
Production: Fox Den LA
Editor: Misha Mazor