Golden Chick – “One Taste and You’re Golden” Campaign
Challenge
By late 2017, the quick-service chicken market was saturated with new players and constant discounting. Golden Chick, a regional brand with 50 years of growth, needed to rise above the noise and attract new guests without relying on promotions.
By late 2017, the quick-service chicken market was saturated with new players and constant discounting. Golden Chick, a regional brand with 50 years of growth, needed to rise above the noise and attract new guests without relying on promotions.
Insight
Research uncovered a key opportunity: fewer than 10% of their customers were first-time guests—but those who tried Golden Chick almost always came back. The brand also outperformed competitors in perceptions of quality and healthy options.
Research uncovered a key opportunity: fewer than 10% of their customers were first-time guests—but those who tried Golden Chick almost always came back. The brand also outperformed competitors in perceptions of quality and healthy options.
Strategy
To drive trial, we focused on what Golden Chick does best: their 100% tenderloin Original Golden Tenders—marinated for 24 hours—and fresh-baked rolls. By leaning into product quality and irresistible taste, we could let the food sell itself.
To drive trial, we focused on what Golden Chick does best: their 100% tenderloin Original Golden Tenders—marinated for 24 hours—and fresh-baked rolls. By leaning into product quality and irresistible taste, we could let the food sell itself.
Creative Execution
We launched the “One Taste and You’re Golden” campaign, a playful mix of humor and craveable food visuals. Our street-team host, Marty, invited real people to taste Golden Chick for the first time, capturing authentic reactions and turning them into shareable content. Combined with an updated jingle and dynamic food photography, the campaign reintroduced Golden Chick to new audiences and reignited love among lapsed customers.
We launched the “One Taste and You’re Golden” campaign, a playful mix of humor and craveable food visuals. Our street-team host, Marty, invited real people to taste Golden Chick for the first time, capturing authentic reactions and turning them into shareable content. Combined with an updated jingle and dynamic food photography, the campaign reintroduced Golden Chick to new audiences and reignited love among lapsed customers.
During the 'lockdown', I was given the chance to work on Golden Chick's social media as well. Since we weren't able to leave the house, it led to some pretty fun and interesting creations (often times leaving me to be the primary model).
Growing up in Arlington (as a diehard Rangers fan), it was really special to me to create and animate the Dot Race "runners" that encircled the interior of the stadium. Below is one of my animations that would run during TV broadcasts.
Being that I was a 2x runner-up to be the mascot at my University, mascots have a special place in my heart. When I found out Golden Chick was leaning towards a "Top Gun" themed Franchise Conference, I thought it would be fun to style "Clucky" accordingly,
Like I mentioned earlier, the "lockdown" provided a fun challenge when it came to creating social media content. For this "Thanksgiving parade" post, I borrowed "Dear Old Clucky" and strung him up from the gazebo in my backyard. With a little photoshop magic, you would've never known he wasn't actually invited to the Macy's Thanksgiving Parade.
This is one of the artwork pieces that adorns each Golden Chick location.
