Cartel Gives ‘Crunch’ to Church’s Chicken

NEW YORK Church’s Chicken said it is breaking a campaign this week that will reflect the new “Crunch” positioning of the brand and is aimed at its “urban, multiethnic and multicultural customers.”

The effort, via The Cartel Group, San Antonio, will include as many as 42 English- and Spanish-language 30-second spots airing on TV and cable in 50 U.S. markets, as well as print and outdoor in 99 markets. Point-of-purchase also plays a support role. Campaign spending was not given.

TV spots for the division of AFC Enterprises features 1970s funk musical group Parliament, harmonizing a retake of its popular hit “We Got the Funk” as “We Got the Crunch.”

“Walk into a Church’s restaurant and you’ll generally see a cross-section of America,” Melinda Ennis-Roughton, Church’s chief marketing officer, said in a statement. “Yet, our new ‘Crunch’ campaign is about finding common ground. Our goal was to find a ‘sweet spot’ among them and weave messages that resonated with all groups. At the same time, we are also focusing on our great tasting chicken and menu offerings.”

—Brandweek staff report