Golden Chick

THE ASK

Each year the State Fair of Texas attracts more than 2.5 million people. But due to COVID-19, the Fair was canceled for the first time since World War II, leaving people without their favorite Fair foods. Within hours of the cancellation announcement, Golden Chick seized the opportunity to partner with Fletcher’s Original Corny Dogs and sell the products at 187 of its locations. LOOMIS stepped in to help generate buzz and boost sales, forming a strategy and implementing tactics to introduce and sell a new food product in a matter of weeks.

THE INSIGHT

With the Fair being Fletcher’s primary sales generator, we knew getting a Fletcher’s Corny Dog (or two) was an integral part of the experience for most Fair-goers. Golden Chick helped fans satisfy that once-a-year craving despite the Fair’s cancellation – and gave them a first-ever opportunity to get an authentic Fletcher’s Corny Dog in the drive-thru. Golden Chick’s core audience resides in Texas and Oklahoma and ranges in age from 18 to 60 years old. But by partnering with a beloved regional food brand, Golden Chick had the opportunity to attract new customers who were Fletcher’s fans.

THE OBJECTIVES

While Golden Chick looped in franchisees and trained staff in 187 locations across three states, LOOMIS overhauled the existing marketing plan to quickly launch a multi-channel campaign in a matter of weeks. We needed to raise awareness of the big news and bring people out in droves to buy Fletcher’s Corny Dogs. We hoped to not only sell a ton of Dogs but introduce new customers to Golden Chick. After all, we knew from experience that people who have had “One Taste” of Golden Chick tend to become instant fans.

METHODS & STRATEGIES

We folded the message into our existing “One Taste, and You’re Golden” campaign — a man-on-the-street format that showed real customers reacting to the Fletcher’s offering and the taste of the product. Our broadcast strategy used recency to remind the audience, using :15 spots for greater frequency. Throughout Dallas-Fort Worth (home to the Fair), billboards revealed the unexpected connection of the two brands, calling out that the Dogs at Golden Chick were hand-dipped “just like at the Fair.” Bright and colorful in-store POP served as an exciting PPA builder. Boosted and paid social raised awareness via digital channels and drove urgency during the campaign’s final days.

THE RESULTS

The timely and unexpected partnership drove overall brand awareness for Golden Chick and has become the most successful campaign in the brand’s 54-year history. Golden Chick sold 475,000 corny dogs in just 55 days, delivering $2.7 million in sales for that product alone. While many restaurants struggled in 2020, Golden Chick’s sales were up 34% in the third quarter compared to 2019 and soared as high as 58% in the company’s home market .

Golden Chick - Fletcher's Corny Dogs - Case Study

bringing the
state fair home

THE ASK

THE INSIGHT

THE OBJECTIVES

METHODS & STRATEGIES

THE RESULTS

“LOOMIS was able to immediately pivot and develop an entirely new campaign in a short period of time. Their partnership and creativity was key in helping to make this campaign a success… in fact, the most successful campaign in our brand’s history.”

One Taste & You're Golden - Case Study

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Golden Chick - Fletcher's Corny Dogs - Case Study

bringing thestate fair home

THE ASK

THE INSIGHT

THE OBJECTIVES

METHODS & STRATEGIES

THE RESULTS

“LOOMIS was able to immediately pivot and develop an entirely new campaign in a short period of time. Their partnership and creativity was key in helping to make this campaign a success… in fact, the most successful campaign in our brand’s history.”

Golden Chick

One Taste & You're Golden - Case Study

Black Bear Diner

Feels Like Home - Case Study

Papa John's

Let's Go Rangers - Case Study

bringing the
state fair home