Challenge
The South’s original quick-service restaurant chain was now just old and stale. While chicken wars may have died down (slightly), everyone know serves a decent chicken sandwich - the competition is thick, and Krystal is not known for chicken.
Solution
Chemistry worked with Krystal to awaken the brand. We entered the Chicken Wars late when everyone had already had their favorite. We made a very simple ask: Make us your “Side Chik”. We recruited well know side chick celeb Brittany Renner for the broadcast, social, OOH and digital blitz.
Results
The campaign had over 495 million earned impressions in the first week as well as over 44,000 interactions on social media. The result was lots of talk about the new Krystal and the first profitable week of sales in over a year.
Chemistry
Chemistry is an independent, full-service agency with employees and offices in Atlanta, Miami, New York, Phoenix, and Pittsburgh. A culture lab made up of doers and makers united by the belief that an ounce of action is worth a pound of theory. Our name was born out of the belief...
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