• by Fern Siegel , Yesterday

Layne's Chicken Fingers, the 32-year-old Texas-born chicken chain, named Planet Propaganda its first creative AOR.

The account was awarded after a competitive review.

The agency is responsible for all brand strategy, brand identity development, web design and campaigns. The larger goal is making Layne’s a national household name while retaining its Texas spirit.

First work is expected by at the end of the fourth quarter.

“We immediately recognized what makes Layne’s so special. They aren’t just selling great chicken, they’re delivering real Texas hospitality and a cult-favorite culture that can’t be replicated,” said Emily Steele, president, Planet Propaganda.

According to Franchise.com, chicken accounts for 37% of all QSR food spend. That total creates a nearly $63.7 billion U.S. market, per IBIS World.

Layne's entered 2026 with 40 restaurants, upping system-wide sales 67% year over year. The company was ranked No. 6 on Restaurant Business’s 2025 Future 50.

"As we continue expanding across the country, our biggest priority isn’t just opening more restaurants — it’s making sure every guest experiences the same warmth, hospitality and spirit that's defined Layne’s since 1994,” said Natalie Hurley, vice president of brand marketing at Layne’s Chicken. “Planet identified the white space where Layne's can truly own the market, and uncover what makes our brand genuinely different.”

The agency counts Jersey Mike’s, Jimmy John's, Pancheros, Cheba Hut among its QSR clients.