When it comes to the chicken wars,
Church’s latest campaign comes out fighting in more ways than one.
The Texas chicken chain has teamed up with featherweight world champion boxer Amanda Serrano for a new integrated
campaign. The pro boxer and mixed martial artist is the only Puerto Rican, male or female, to win world titles in more than four weight classes, and also holds the Guinness World Record for the most
boxing world championships won in different weight classes by a female.
Serrano stars in the campaign running in Puerto Rico and the U.S. in anticipation of her upcoming fight in San Juan on
Jan. 3.
“Amanda embodies the strength and hustle our guests admire, especially in Puerto Rico, where boxing is part of the culture,” says Roland Gonzalez, CEO at Church’s
Texas Chicken. “Puerto Rico is a key market for us, and partnering with a hometown hero like Amanda lets us celebrate the island, its fans, and our guests. We’re proud to be in her corner
as she heads into her next big fight.”
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Serrano will also make several cross-market appearances, including at events and Church’s restaurant openings, as part of the campaign.
In honor of her upcoming fight the chain is also promoting special deals in Puerto Rico, which include its 30-item value menu at $1.89. Deals in the mainland U.S. include $5 off an order of $25+ by
using offer code Serrano online or in-app Jan. 2-3.
A TV spot will be adapted for use across cinema and digital. Additional campaign assets include out-of-home, print and social media. Serrano
will also don Church’s Texas Chicken shorts for her Jan. 3 fight.
Currently Church’s Texas Chicken and Texas Chicken have over 1,400 locations in 22 countries and global
markets.