Converging on Crunch: Church's Chicken Aims at Bridging Gap Between General and Multicultural Markets with New Ad Campaign


ATLANTA, July 29, 2004 (PRIMEZONE) -- With a fresh new focus on its product and patrons, Church's Chicken(r), a division of AFC Enterprises, Inc. (Ticker:AFCE), has rolled out a colorful and retro-musical campaign aimed at its urban, multiethnic and multicultural customers. The hip and irreverent advertising campaign reflects the new 'Crunch' positioning of the brand, an attribute that not only describes the crispy and fresh taste of Church's Chicken, but also connotes an attitude that is fun, appealing, and engaging.

Featured in its TV spots is '70s musical group Parliament, harmonizing a retake of its popular hit "We Got the Funk," now aptly renamed "We Got the 'Crunch," playing today as it did 30 years ago. "We Got the Crunch" is the driving theme behind the new campaign that includes up to 42 English- and Spanish-language 30-second spots airing on television and cable in 50 U.S. markets, as well as print and outdoor ads seen in 99 markets and point-of-purchase materials on display at Church's restaurants across the country.

The fast-food chain that now counts over 1,500 locations worldwide, recently signaled a bold shift in its advertising strategy by selecting a multicultural communications firm - San Antonio-based The Cartel Group - to lead their new brand positioning. Employing non-traditional and proprietary methodology, The Cartel Group discovered a powerful 'cult' following to Church's Chicken and crafted a campaign that would engage all of this quick service restaurant's customers. Church's current customer base in the U.S. is generally seen as equally divided among African Americans, Hispanics, and Caucasians.

"Walk into a Church's restaurant and you'll generally see a cross-section of America," said Melinda Ennis-Roughton, Chief Marketing Officer at Church's. "Be it Latinos, African-Americans or Caucasians, our customers have varied backgrounds and languages. Yet, our new 'Crunch' campaign is about finding common ground. Our goal was to find a 'sweet spot' among them and weave messages that resonated with all groups. At the same time, we are also focusing on our great tasting chicken and menu offerings," she added.

The Cartel Group's Creative Director, Jesus Ramirez, gives the rationale behind the raucous campaign: "We found in our market research that 'Crunch' was viewed as a key brand attribute. 'Crunch' also evoked a craving for the product, an attitude that was fun and appealing, and also elicited very strong playback of supporting points including value, heritage, and product superiority."

About Church's Chicken

Church's Chicken, one of the world's largest quick-service chicken restaurant concepts, focuses on high-quality food served at a value price. Menu specialties include Southern-style chicken and side items such as corn on the cob, fried okra, mashed potatoes and gravy, and signature Honey-Butter Biscuits. Church's Chicken has more than 1,500 locations worldwide, driving system-wide sales of approximately $900 million in 2003. Visit Church's Chicken on the World Wide Web at: (www.churchs.com).

About AFC Enterprises

AFC Enterprises, Inc. is the franchisor and operator of 4,080 restaurants, bakeries and cafes as of June 13, 2004, in the United States, Puerto Rico and 38 foreign countries under the brand names Popeye's(r) Chicken & Biscuits, Church's Chicken(tm) and Cinnabon(r), and the franchisor of Seattle's Best Coffee(r) in Hawaii, on military bases and internationally. AFC's primary objective is to be the world's Franchisor of Choice(r) by offering investment opportunities in highly recognizable brands and exceptional franchisee support systems and services. AFC Enterprises can be found on the World Wide Web at: (http://www.afce.com).

About The Cartel Group

One of the top 15 advertising agencies in the Southwest, The Cartel Group is a full-service marketing communications firm headquartered in San Antonio, with offices in New York and Miami. Although primarily specializing in the Hispanic market for over a decade, its revolutionary ideas and integrated solutions have delivered positive results against General Market and African-American consumers. The Cartel Group is the current agency of record for the U.S. Army, Williamson-Dickie Manufacturing Co., Western Union, Rent-A-Center and the Latina Leadership Institute. It also provides an array of services to a prestigious roster of clients that includes Meximart, El Jimador Tequila, The Kellogg Foundation, and Conn's Electronics. For more information, visit: (www.thecartel.com).


            

Coordonnées