When the coronavirus pandemic canceled the Texas State Fair, home to Fletcher’s Original Corny Dogs, Golden Chick saw the opportunity to partner with Fletcher’s to bring the fair food favorite to the masses. LOOMIS stepped in to help generate buzz and boost sales.
With the State Fair being Fletcher’s primary sales generator, we knew most Fair goers made getting a Fletcher’s Corny Dog part of the Fair-going experience. Golden Chick was providing a way for fans to satisfy that once-a-year craving despite the Fair’s cancellation – and a first-ever opportunity to get an authentic Fletcher’s Corny Dog in the drive thru.
With hand-breaded products already on their menu, the Golden Chick team was familiar with the operations hand-dipped corny dogs would require. Fletcher’s provided training to ensure product continuity, Golden Chick updated operations to make it happen, and LOOMIS quickly pivoted to create point-of-purchase and advertising materials to get the word out.
New television spots were developed as part of our current “One Taste and You’re Golden” campaign, capturing the reactions of real people trying Fletcher’s Original Corny Dogs at Golden Chick. POP, radio, out of home, and social media helped build awareness and generate traffic.
In 55 days over the course of September and October, Golden Chick sales in the DFW area rose approximately 60% and sold nearly a half million Fletcher’s Corny Dogs. The Golden Chick Fletcher’s promotion drove sales up 35% YOY across the entire system of 200 stores.
– Howard Terry, Golden Chick Chief Marketing Officer
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