An advertising campaign for Church's Chicken

Date of Publication

12-3-2007

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Advertising and Promotion Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Aries Estrella

Abstract/Summary

This paper is an advertising campaign prepared for Church’s Chicken – a fast food chicken chain which offers big, juicy, and crunchy chicken.
George W. Church Sr., founder of Church's Chicken, conceived the idea of offering freshly cooked, quality fried chicken at a time when only hot dogs and ice cream were marketed fast-food style. It was on April 17, 1952 that the first Church's fried Chicken restaurant was established in downtown San Antonio, Texas.
Church's Chicken has opened its first outlet in the Philippines in 2006 through franchisee Wow Foods Corp. headed by Filipino businessman George Fong. It has three branches in different malls in Metro Manila: Metropolis, Ever Gotesco, and Mall of Asia.
Given its being a new entrant in the Philippine market, the group came up with a strategic advertising campaign, HAVE YOU BEEN TO CHURCH'S LATELY?, which aims to increase brand awareness of the target market and to encourage brand trial and repeat purchase.
The group conducted research and backyard study to verify the information disclosed by Church's Chicken International.
The group created a more specific target market for Church’s Chicken, young professionals, which the advertising campaign will address.
The young professionals, aged 23-35, belonging to the broad C socioeconomic class, have a busy lifestyle. They manage their time balancing work, family, friends, and recreation. They also have the purchasing power since they are earning and spending for themselves and have a few or no dependents.
The advertising campaign will run for 3 months starting from May to July 2008. The advertisements will be using above the line media-TV, radio, and print. Moreover, the campaign will include below the line advertising efforts like cinema, on premise activations and promotions.

Abstract Format

html

Language

English

Format

Print

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

TU16116; CDTU016116

Keywords

Advertising campaigns; Church's Chicken (Philippines)

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Embargo Period

3-9-2026

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