Church's Chicken Launches New, Spicier Spicy Chicken

SAN ANTONIO -- Church's Chicken launched its New Spicier Spicy Chicken, in response to what it sees as a consumer trend, the company reported. The new product is marinated for 12 hours and is being introduced with a new ad campaign, which is the first in more than three years. "Spicy foods continue to be a 'hot' trend, no pun intended," Kirk Waisner, chief chicken officer of Church's Chicken, said in a company release. "Our guests crave hotter foods and our new Spicier Spicy Chicken delivers with a perfect balance of heat and flavor. The secret is in the preparation."

Atlanta-based Trend Influence is the brand's new creative agency developing the advertising campaign, with a television ad depicting a Church's team member named Doug who prepared the new Spicier Spicy Chicken and when tasted by the restaurant manager -- his boss -- he is so taken with the bold, spicy flavor that he calls Doug a "Chicken Genius."

Both Doug and his boss will be recurring characters in the brand's ongoing Chicken Genius ad campaign as Church's continues to launch new products, and the campaign will also be supported with direct mail and outdoor billboards, according to the company.

Additionally, the theme of Chicken Genius will be showcased on every touch point in the restaurants, including packaging with Chicken Genius sayings such as: "Contents prepared by a Certified Chicken Genius," "Made from Scratch is Chicken Genius" and "Spicy, Crunchy, Juicy, Genius."

"Our new advertising campaign showcases the quality our guests have come to expect from our world-famous chicken and hospitality from our service ambassadors in our restaurants," said Andy Bonaparte, vice president of advertising. "The campaign aims to prove the brand's new innovative products are pure Chicken Genius and our guests, for choosing Church's -- well that's Genius -- Chicken Genius!"

Church's New Spicier Spicy Chicken is a permanent menu item in all Church's stores across the country.