Church's Chicken: Full Flavor, Full Pockets, Full Life/Full Flavor, Full Pockets campaign

Rayna Bailey

Church's Chicken, owned by AFC Enterprises, had a reputation for serving traditional Southern-fried chicken as well as other Southern favorites, such as fried okra and biscuits with honey.

Church's Chicken: Full Flavor, Full Pockets, Full Life/Full Flavor, Full Pockets campaign

Rayna Bailey

OVERVIEW

Church's Chicken, owned by AFC Enterprises, had a reputation for serving traditional Southern-fried chicken as well as other Southern favorites, such as fried okra and biscuits with honey. But the chain was falling behind its competitors and had just a 6 percent market share in 2001. To reestablish brand identity and reconnect with consumers, the chain launched three marketing campaigns in as many years. Beginning in 2000 the company launched "Maybe It's Your Cooking," which was followed in 2001 by the reintroduction of one of...

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