LOOMIS and Golden Chick Debut “Sandwich Senses” Campaign for New Crave-Worthy Pimento Crunchwich.
The chicken sandwich wars aren’t over—and Golden Chick is proving it with a fresh contender that brings bold flavor and big crunch to the table. Developed by Dallas-based ad agency LOOMIS, the new campaign launches with the Pimento Crunchwich, a crave-worthy chicken sandwich that sounds just as good as it tastes.
Available for a limited time, the Pimento Crunchwich was crafted to expand Golden Chick’s sandwich lineup, drawing in new guests while increasing frequency among existing fans. Featuring a crispy, juicy chicken breast, creamy pimento spread, extra-thick pickles, jalapeño crisps, Golden Chick’s signature Lotta Zing® sauce, and a soft, buttery roll, the sandwich delivers a multi-sensory flavor experience worthy of its name.
“When you tell someone about this new sandwich, the natural reaction is, ‘That sounds so good!’ So we wanted to turn that taste into an experience.”
— Tina Tackett, Executive Creative Director, The LOOMIS Agency
That insight led to a bold and unexpected creative direction: build a campaign where the sound of the sandwich becomes the hook.
The signature :15 television spot leans into ASMR-inspired storytelling, combining dynamic food visuals with precision sound design that mimics the brand’s iconic mnemonic. Layered with the audio of a customer reacting to the sandwich build, the spot turns crunch into crave, all while reinforcing Golden Chick’s longstanding signature sing out.
Directed by Brian Bain and shot by Jake Springfield of Tempt Films, the spot was filmed using The Bolt™ Cinebot at MPS Studios in Dallas. The high-speed robotic camera system captured ultra-precise, dramatic footage of each sandwich element—transforming every layer of the Pimento Crunchwich into a visual and auditory moment of delight. Editor Andy Green and sound designer Billy Theriot rounded out the team to create a spot that maximizes every second of screen time.
The integrated media campaign launches May 19 across broadcast, digital, and social platforms, bringing the “Sandwich Senses” concept to life for audiences across Texas and beyond.
