The 60-year-old Guthrie's is all about
fried chicken fingers. It's also known for its signature sauce, created via a contest between founder Hal Guthrie's four children.
Hal Guthrie opened the first Guthrie’s as a drive-in
restaurant in Haleyville, Alabama, in 1965. But by 1978, his concentration was chicken fingers.
Now, Nashville-based agency GS&F has created a brand refresh and campaign that highlights
the restaurant's reputation as “The Original Obsession,” featuring the Guthrie's Super Fan.
“The Original Obsession” campaign runs across programmatic, CTV, streaming
audio and paid social, Meta and TikTok. Designed to reach more than 10 million people across the country, it's geo-targeted to all Guthrie’s 69 store locations nationwide.
“From
the ideation of this campaign, we knew the concept had to demonstrate not only Guthrie’s commitment to making the best chicken fingers around, but also the fans’ existing commitment to
their obsession with Guthrie’s. This creative campaign reinforces what sets Guthrie’s apart — the quality, focus on one specific category and legacy — while updating the
marketing assets and messaging to resonate with modern audiences,” Melvin Strobbe, GS&F executive creative director, told Agency Daily.
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Cody Mohon, GS&F associate media
director, added the campaign “leans into the social and fun-loving personality of the brand to drive buzz, engagement and a Guthrie's pit stop.”
GS&F additional client work
includes Juice Plus, Hunts Brothers Pizza, 3Spine and Muserk.