Krystal: Side chik

Krystal, a regional burger slider franchise, collaborated with influencer Brittany Renner and asked America to cheat on their favorite chicken sandwiches to get people to give the brand a chance and get legacy customers to give the Chik another chance.


Going from unknown in the chicken game, to unmistakable in the chicken game.

By 2022, the Chicken wars had come and gone, and everyone had a favorite chicken sandwich. So, how could Krystal - a regional burger slider franchise - convince the South to try its brand-new chicken sandwich?

The strategy was simple. Instead of shying away from how late we were to the chicken wars — which were all about being everyone's favorite sandwich — we decided to own it.

With help from Brittany Renner, we asked America to cheat on their favorite chicken sandwiches, and tripled sales...

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