Challenge: Inform consumers that Zaxby’s standards are above the competition’s in an entertaining manner.
Insight: What if chickens knew their place on the food chain?
Solution: Allow chickens to voice their opinions.
Billboards
TV Spot
Print & Posters
In-Store Posters
Lawsuit & Boycott
A class action lawsuit is filed by the family of a chicken against Fast Food Incorporated. The suit claims defamation of character, slander and misrepresentation through liable.
The chicken signed a contract with Fast Food Inc. to be featured in a new sandwich promoting his natural zesty-ness in exchange for a better life for his family and his sister's baby chicks. Fast food Inc. failed to honor his wishes by removing all of his natural flavor and adding artificial spices,
The family is now seeking damages, initiating a boycott, and forming a union, Chickens for Care and Dignity Council (CCDC), that will endorse organizations as being friends to chickens everywhere.
Endorsement
After the CCDC endorses Zaxby’s the seal of approval can be prominently displayed as part of all promotional materials. The seal links to www.ccdc.com so customers can discover why Zaxby’shas been endorsed and be made aware of all the challenges chickens face.
Grassroots
The Chicken Respect Group (CRG) is an organization that creates awareness of the injustices that chickens face.
They hold meet-ups and events where like-minded individuals discuss the issues of the day. The CRG also creates and commissions works of art to spread their message.
Mobile Game
Players are tasked with taking care of chickens on the farm and helping them choose their future. The player must keep the chickens happy and help them decide what each chicken would like to do in the afterlife.