991010 Churchs Says Its Chicken Tastes "Homemade"October 2, 1999Atlanta, GA - Churchs Chicken, the world's second- largest quick service chicken restaurant concept and a division of AFC Enterprises, breaks new TV and radio advertising this week that communicates the homemade taste of its chicken in an advertising campaign titled, "Fire." The campaign, created by award- winning advertising agency, Cliff Freemen and Partners, was launched this week in approximately 40 markets throughout the United States. "Our consumer research clearly indicated that people like Churchs because our chicken tastes most like homemade and because it's made-from-scratch right in front of them," said Brad Haley, Chief Marketing Officer for Churchs. "Cliff Freeman and Partners nailed the message in a highly entertaining manner." The initial TV spots in the campaign show a loveable, grandmotherly woman trying desperately to make fried chicken from scratch. During each attempt, things get way out of control in her kitchen, and she subsequently burns her house down. The spots close with Churchs Chicken being presented as the "safe" way to get delicious, made-from-scratch chicken, because it is "made by someone else." "The campaign highlights the made-from-scratch quality of Churchs Chicken that helps make it taste more like homemade fried chicken," said Cliff Freeman, Chairman of Cliff Freeman and Partners. Jon Brody, the agency's Executive Vice President and Director of Client Sales, added that the campaign "hits squarely on two basic consumer needs-quality and convenience. With Churchs Chicken, they don't have to make any sacrifices." The "Fire" campaign was developed by the team of Adam Chasnow, Copywriter, and Taras Wayner, Vice President and Associate Creative Director-both of Cliff Freeman and Partners. Freeman, himself, oversaw the production of the campaign. The agency has created memorable advertising in the fast food category before. Their Wendy's "Where's the Beef" and Little Ceasar's "Pizza! Pizza!" campaigns have been widely recognized as some of the most entertaining and successful in advertising history. "As we had hoped, Cliff Freeman and Partners has added another great chapter to their outstanding body of work in the fast food industry," added Churchs' Haley.
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