Client

Chick-fil-A (Atlanta)

PR agency

Jackson Spalding (Atlanta)

Campaign

Spicy Chicken Sandwich launch

Duration

May-July 2010

Budget

Just under $100,000

Prompted by consumer demand, Chick-fil-A developed a Spicy Chicken Sandwich a few years ago. As the economy worsened, it held off on the launch in part to cut expenses, including separate kitchen tools needed for isolating the spicy ingredients. This year, it decided to roll out and promote the product with a PR-heavy campaign.

STRATEGY

In the early development stages, the ...