Broaster Chicken
Defy the Fry
There is only one Genuine Broaster Chicken. Since 1956, their unique combination of quality, flavor, and cooking speed has helped them stand alone in creating a tastier chicken. We discovered that Broaster’s uniqueness was hurting them in online searches. The term “fried chicken” was searched 15X more than “broasted chicken.” This insight led us to develop a campaign that inserted Genuine Broaster Chicken into the fried chicken conversation.
To help drive Genuine Broaster Chicken program growth across restaurants and C-store channels in both the United States and on a global level, the Defy the Fry campaign inserted Genuine Broaster Chicken into the fried chicken conversation and positioned Boaster as a unique alternative to traditional frying methods. By incorporating bold propaganda-inspired design and messaging into social media, digital ads, email, and print marketing, we were able to help Broaster bring attention to their unique “broasted” method of preparing chicken. The ultimate strategy behind Defy the Fry was to create an integrated campaign that inspired food service operators currently serving standardized fried chicken to embrace the higher quality equipment and programs of Broaster.
Credits
Agency
Executive Creative Director
Michele Underwood
Senior Copywriter
Jeremy Anderson
Senior Designer
Ryan Mabbott
FoodMix
Results:
FoodMix successfully inserted Broaster into the fried chicken conversation through the Defy the Fry campaign. The strategy drove high engagement and awareness among Broaster’s target audience of food service operators in both digital and social, as well as increasing the attention of food service consumers in social channels. The timeframe below indicates the significant increase in measurable data from before and after the campaign was initiated:
Website lead conversions increased 107%
Increased CTR led to an overall 50% decrease in Cost per Click.
Click-through rate increased from .22% to .50%
The social conversion rate increased by 330%