More than one million fans “have the love” for Church’s Chicken
Dec 4, 2015
BFG Communications, digital strategy agency of record for Church’s Chicken, announced that the Texas-based, quick service restaurant chicken chain now has more than one million fans on Facebook.
In February 2015, Church’s tapped BFG, an independent creative communications agency, to serve as its agency of record for digital strategy, social media and community management. A few months later, Church’s surpassed Popeyes to become the third most followed fried chicken brand on Facebook – growing its fan base from about 200,000 fans at the beginning of 2015 to more than 500,000 this summer.
In November, Church’s achieved a noteworthy milestone with more than one million fans liking the Church’s Facebook page and showing that they “Have the Love” for the fried chicken chain that loves the neighborhoods it serves.
“The BFG approach to brand activation relies heavily on an interlocking system of audience personas anchored in a brand archetype,” said Kevin Meany, President/CEO of BFG. “The brand’s archetype provides a universally understood motivational framework to guide brand voice and action, while audience personas provide a clearly defined destination toward which we can focus our communications efforts – a persona is essentially like typing an address into a GPS device and receiving a map and directions to your desired destination. In this case, the destination is your customer.”
Reaching the one million fan milestone on Facebook was an important objective for the brand and the team’s ongoing learnings will help pave the way for subsequent objectives.
“BFG worked closely with Church’s to develop a solid digital strategy and, as a result, we were able to effectively share Church’s unique story, engage consumers on a personal level and significantly expand the Church’s fan base. We are thrilled to have surpassed a million fans on Facebook and look forward to working with Church’s on furthering our connection with consumers in 2016,” Meany added.
About Church’s Chicken®
Founded in San Antonio, Texas, in 1952 by George W. Church, Church’s Chicken® is one of the largest quick service restaurant chicken chains in the world. Church’s® specializes in Original and Spicy Chicken freshly prepared throughout the day in small batches that are hand-battered and double-breaded, Tender Strips®, sandwiches, honey- butter biscuits made from scratch and freshly baked, and classic, home-style sides – all for a great value. Church’s® (along with its sister brand Texas Chicken® outside the Americas) has more than 1,650 locations in 23 countries and international territories and system-wide sales of more than $1 billion.