Bringing Back Bacon, TX

Social | PR Activation | Online Video

Launching another chicken sandwich

Church’s Chicken needed to launch their new Bacon Chicken Sandwich in a big way–but at the time of launch, the national advertising space was full of competing fast food brands launching new chicken sandwiches. The Chicken Sandwich Wars, as it was well known, was into its fifth year and a challenger brand like Church’s Chicken needed to find a way to grab the attention of it’s audience with zero media spend. zero.

By putting bacon back on the map

100 years ago, the town Bacon, Texas lost its township, and it was completely forgotten. Until now. To celebrate their new Bacon Chicken Sandwich, we did what what no one has ever done before-put a former town back on the map nationwide. We worked with local governments, then hit the road in a Bacon Chicken Sandwich truck to Bacon, TX where we installed a welcome sign where the town once stood. We then held live events in Texas, launched a social campaign to build awareness on National Chicken Sandwich Day, and started a national petition

Results

Over 250 million impressions, on zero media dollars. And 1 town brought back.