the process
We looked at various aspects of the product, such as the size, portability, the combination, the time of year, and even the number of times you have to dip the sauce to finish one Chicken Megabite. We mixed a few of these factors together to create a concept that is "Just Right." You don’t need the perfect time or place because this chicken is designed with the perfect size and sauce to go along with it, inspired by the Goldilocks story.
manifesto: JUST RIGHT
On your couch? In your car? Watching the game with friends? Midday? Midnight? In the middle of nowhere? Whoever you are, whatever you’re doing, Church’s new chicken tenders are just right. The perfect size for when you’re on the go or pretty much any time. These tenders are specifically designed to be eaten in two bites—any bigger, and they’d be too much effort; any smaller, and you’d be left unsatisfied.
RADIO :30
We explored a lot of ideas for the concept, but ultimately, a very playful approach made it to the final round of execution and was produced.
IN-STORE PRINTS
It’s a blueprint showing how the chicken was specifically designed to be the perfect bite that could be enjoyed anywhere, anytime. Although this concept was pitched and approved, it was never produced due to a limited budget.
Credits
Client: Church's Chicken
Agency: J. Walter Thompson [Atlanta]
Chief Creative Officer: Vann Graves
Executive Creative Director: Marcos Piccinini & Lucas Heck
Copywriter: Joe Whitlock
Art Director: Dheeraj Govindraju
Agency: J. Walter Thompson [Atlanta]
Chief Creative Officer: Vann Graves
Executive Creative Director: Marcos Piccinini & Lucas Heck
Copywriter: Joe Whitlock
Art Director: Dheeraj Govindraju
