After almost 60 years of serving up the best chicken in the business, regional chain Golden Chick has built a solid fan base of loyal guests who are obsessed about their hand breaded Golden Tenders, amazing fried chicken, battered fries and fresh-baked Golden Rolls — just to name a few menu items. We needed to show chicken lovers that we were a better, bolder alternative to the basic chicken they were settling for at the national chains.
People tend to settle for the default out of habit, something that was happening to QSR chicken eaters. The big players dominated mindshare with their media weight, but the product didn’t live up to the hype. We had seen first-hand how one taste of Golden Chick was all it took to convert and create a new fan. We needed a campaign that would convince people who hadn’t tried or were unaware of Golden Chick that they didn’t need to settle for basic. When that craving for amazing chicken hit, they could dig into the kind of chicken that chicken fanatics obsessed over.
We had the superior product, but an underplayed story. It was time to claim our rightful place as the best QSR chicken around, maximizing every first impression or reintroduction. To stand out in a cluttered category, we needed to tap into the existing fandom, boldly claim our superiority, and show the uninitiated what they were missing in a way that would make a visit to Golden Chick feel like an upgrade.
Leaning into the power of music for memorability and communication, we created a brand anthem that would challenge our audience to step up their chicken game, featuring a rally cry that doubled as an ownable call to action. GIMME THAT GOLDEN is the demand of full-on chicken fanatics who lock in on chicken so good it makes you want to slap the colonel and kick the bucket. In video, the footage is fun, energetic, and tasty. Each shot feels golden, bursting with flavor, and loaded with branded elements. Craveable close ups of a wide variety of chicken, rolls, and sides mingle with scenes of Golden Fanatics digging in and feeding their cravings. Dynamic composition and lensing are complemented by bold graphics that continually drive home the GIMME THAT GOLDEN rally cry.
Built on a track from Grammy-winning producer Tre Nagella — with a percussive vibe and just the right amount of swagger — the campaign makes the experience of going to Golden Chick as craveable as the mouthwatering food. It shouts it out loud that this place knows how to do chicken right.
– Howard Terry, CMO, Golden Chick
Production Company: Quriosity
Director: Cam Busby
Executive Producer: Quadree Holmes
Director of Photography: Sam Brave
Producer: Cindy Fertitta
Music Production: Tre Nagella, Luminous Sound
Post House: The Reservoir
Editor: Gigi Welch
VFX: Joey Waldrip
Motion Design: Tony Wann
Colorist: Matt McClain
Sound: Nick Patronella
Photography: Danielle DeGrasse Alston Levi
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