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...