Causing a flap in London for Chicken Shop
Manifesto
At Chicken Shop, we believe in uniting chicken lovers and spreading peace.
That’s why we’re providing flavours that are good for the soul. Flavours that will put an end to the unrest that is caused by bad-tasting chicken.
Stand up for succulence!
Stick it to the man selling flavourless chicken. Instead, harness the flour power and spread the mayo. Discover something stronger than love and more powerful than peace.
Next level cosmic chicken.
healing the world, one bite at a time.
THE CHALLENGE
This challenge was simple (but not easy)—increase footfall and get London students through the doors during Freshers Week.
Chicken Shop wanted a real life moment that could create a buzz for them. After all, it’s not like there aren’t many chicken restaurants in the Greater London vicinity.
Stand up for succulence!
Strategy
In the age of information, flavourless food is a choice, and Chicken Shop is one of the best in town—the campaign sought to show that Chicken Shop is better than all other chicken shops. So we decided to create a peaceful protest to bring back the flavour, to stick it to the man selling flavourless chicken.
The creative strategy aligned with the neo-hippie style that was seen on the high street, particularly within the student demographic. The festival season was just finishing and students would be missing that vibe.
The idea
A group of hippy chicks stage a peaceful protest in the name of better chicken. Bongo’s, guitars, sing-alongs and free chicken (and hugs). Get fried, man.
A team of 16 actors were hired to descend onto key locations in London to cause a stir equipped with banners, signs, discount flyers, a protest chant and a willingness to go full method.
The result
A creative campaign that made a clucking noise IRL and also live streamed on social media.
Attention was immediately grabbed. On the sidelines of the chicken-themed chaos were the social team, documenting the protest day-in, day-out creating reels, TikToks, live streams, posts and stories.
Students flocked to stores looking for a hit of succulent chicken at a reasonable price. During the week of the campaign, sales grew by 7.5% and over 1.7K students redeemed their offer.
Created whilst Art Director at Together Agency