Church’s Chicken Launches New Tongue-in-Cheek Ad for Value-Minded Consumers Looking for Deals

Church's Chicken Launches New Tongue-in-Cheek Ad for Value-Minded Consumers Looking for Deals
Great quality and value are top of mind for today’s consumers, now more than ever. Church’s Chicken, the quick service restaurant chain, has taken a new approach to differentiate the brand from other QSR recession-proof deals with its new Limited Time Only “Almost Free” offering.

Launching today in participating markets and restaurants, the 30-second TV spot, created by Church’s agency of record, Chicago-based eswStorylab, has just the right amount of fun to get the attention of its loyal customers and new consumers looking for the best deals in their neighborhoods.

The spot opens with a large visual message on the screen with a photo backdrop of the offer –FREE CHICKEN (almost) and the announcer says “Free Chicken! That’s right. I said (almost) free chicken.” Church’s is (practically) giving away its chicken. Two pieces of tender on the inside, crunchy on the outside mixed chicken for (nearly) nothing. The spot continues to explain the “almost free” chicken deal.

The words almost, practically, nearly, close to, just about, kinda, are meant to convey that getting two pieces of chicken and Church’s new bigger, better honey-butter biscuit for only $1.99, is just that — almost, practically, nearly, close to, just about, kind of — like getting it for nothing!

“Our customers already know when they visit our restaurants they’ll get a variety of choices, top quality and an abundance of food for the money they spend,” said Rob Crews, Chief Marketing Officer for Church’s Chicken. “We think using a little humor in this new ad will help to break through all the other price/value offers currently featured on fast-food menus.”

Jim Signorelli, founder and CEO of eswStorylab, said, “The idea of poking some fun at the hyperbole of advertising, but at the same time offering a really great deal during tough economic times, will resonate with consumers.”

LINK below to Church’s (Almost Free) Chicken TV Ad

Founded in San Antonio, TX 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 serves up a rich tradition of gracious Southern hospitality and freshly prepared, high quality, authentic Southern-style fare, to help people provide affordable, complete meals for their families. Church’s menu includes flavorful chicken both Original and Spicy, Tender Strips and chicken sandwiches with classic sides and hand-made from scratch honey butter biscuits. The Church’s system consists of more than 1700 locations in 24 countries and system-wide sales of $1.2 billion. For more information on Church’s Chicken, visit

Established in 1999, eswStorylab has been cited as one of Chicago’s fastest growing marketing/communications agencies. The agency is largely comprised of senior advertising executives who have worked at major agencies coast-to-coast and bring specialized skills in the area of multi-unit retail. eswStorylab employs a field-tested proprietary planning process called StoryBranding, from the best-selling book with the same title. The agency’s stated mission is to find and effectively communicate brand stories that powerfully resonate with prospects and employees.