a story of RAVING FANS
As the fastest-growing Quick Service Restaurant chain among the Top 10, Chick-fil-A passed McDonald’s in average store revenue and "Kid's Meal Appeal." They did it without price promotions, without discounting the chicken and without doing any business on Sundays.
With the longest lines in fast food, the "Raving Fans" of Chick-fil-A are known to camp out the night before every grand opening.
What caused this sudden rise by a fast food restaurant chain? Our history with Chick-fil-A has proven to us that this chicken store is a leader in gaining Irrational Advocacy because they built emotional engagement beyond the chicken sandwich.
It all started with a single client request: "Don't sell the chicken, love people. The chicken will sell itself."
This was our assignment, and what we literally wrote on the creative brief. From this assignment, a platform for loving people was born.
ROAD TO raving fans
Building a brand in social media is not about what a brand says, but what it does. So, we worked with Chick-fil-A to do something remarkable. Instead of making kids meal toys that promote the latest Disney movie release, we packed kids meals with object lessons for children.
Take, for example, “Surprise it Forward” gift cards. DBA designed these “toys” to teach respect for elders. An online video about a child giving a Chick-fil-A branded thank you card to an elderly neighbor drove 4.3 million views on Facebook, with some of the most likes of any branded video for the QSR industry that year.
The 13 thousand shares and 58 thousand likes in response to this meme with 4.3 million views placed this meme among the top performing social posts in the fast-food category for the year.
Moms liked and loved the posts, sharing with comments like, "Love it. Thank you for your compassion. And Chick-fil-A, don't forget the chicken."
storytelling starts with story listening
Discovery starts with understanding consumers – For example, most millennial parents say if they had an extra 15 minutes in a day, they would spend that time with family. So, we dreamed with our client and helped Chick-fil-A explore ideas to encourage family time, such as “Daddy-Daughter Date Nights,” "Military Appreciation Nights," "Stuffed Animal Sleepover" and “Family Dinner and A Mystery” nights.
The consumer posts in social media, with their candle-lit tables and fast food adventures, outpaced every other quick service restaurant online.
“Our focus is on providing a remarkable experience that brings families together.” – David Salyers, Marketing Director at Chick-fil-A
FASTEST-GROWING and most loved QSR CHAIN
Today, the Chick-fil-A brand enjoys the fastest-growing position and highest same-store sales volumes among the Top 10 QSR chains. As Chick-fil-A became the leader at $3.4 million per store, McDonald's moved to the No. 2 spot, not only in kid’s-meal appeal, but in sales as well.
Recently, Forbes named Chick-fil-A the fast food chain that holds the strongest emotional connection to its customers: No. 1 in brand intimacy. When a brand provides remarkable value to their consumers, consumers pay them back with more than cash transactions.
LEARN HOW THEY DID IT.
GET THE FULL STUDY ON
"MORE THAN ANY OTHER AGENCY, DBA GETS THE DNA OF Chick-fil-A."
"Daniel Brian Advertising hands down wowed us during the RFP process and never let off the accelerator. Out of the gate they took an idea we had for breast cancer awareness and turned it into one of the most successful campaigns we’ve ever run. Love Hope & Pizza became our flagship promotion that rallied our troops every October. To date we have raised over 3 million dollars for the National Breast Cancer Foundation and just celebrated our 10 year anniversary with them.
After that first project they took on the challenge of rebranding our company. They took a 35 year old logo and refreshed it bringing it out of the 70’s and making it Fresh and current. They completely rewrote all new brand standards and gave the company a completely new look. Along with that they developed a new ad campaign featuring the “Ad Guys” two ad agency employees coming up with crazy ways to promote Hungry Howie’s. The campaign was a huge success and ran for 7 years.
The agency was a huge part of planning our National Convention and came up with many of the themes. The meeting openings were alway produced by the agency and our franchisees still talk about them today. Our overall experience with DBA was great and I highly recommend them as a truly creative ad agency."
– Jeff Rinke,
Disney Home Video
LEARNED FROM DISNEY...