• by Fern Siegel , November 12, 2024

Church's Texas Chicken, recently launched its newest campaign "Our Original Recipe is Back.” 

The creative, by Pittsburgh-based Brunner, touts the return of its original 1952 recipe. The cross-platform campaign airs on TV, online video and addressable TV. Audio elements run on Xaxis and Pandora, alongside display and rich media ads, Google Paid Search, digital OOH and organic and paid social content on Facebook, Instagram and Tik Tok. 

The campaign is live through Dec. 30.

It highlights the stories of real people whose lives were changed by Church's. One spot features a couple who met while working at the restaurant chain and now shares their love of Church’s Texas Chicken as a family.

“This is the recipe that started it all, now crafted just for you,” said Joe Guith, CEO of Church’s Texas Chicken. “This return is not only a return to our roots, but also a strategic move to drive our business forward. We’re confident that our guests will enjoy our exceptional recipe and iconic flavor, fueling our growth and success.”

The company reported year-over-year sales and traffic growth of nearly 9% to date for 2024. Church’s Texas Chicken and sister brand Texas Chicken have more than 1,500 locations in 23 countries, with system-wide sales of more than $1.4 billion. Since 2021, Church's has been owned by High Bluff Capital Partners and FS Investments.

Brunner's client work has included WesBanco, Lehigh Valley Health Network, Huffy Bikes and Ionos.