Churchs Does Cha-Cha

The Atkins Agency, San Antonio, this week launches a new Spanish-language television campaign for Churchs Chicken that positions the chain as a fun place for quick meals.
The image campaign departs from Atkins’ previous television ads for the chain, which relied largely on food shots. “We’re shifting from the product itself to people enjoying the product,” said Jaime Garza, account supervisor for Atkin’s Hispanic advertising division.
Client vice president of branding strategy and marketing Michael Bald said the firm wants to increase the relevancy of its message to all Latino cultures (Cuban, Mexican and bilingual), plus multiple generations. “What we’re trying to do is show that [Churchs] food is an enabler to being with your family,” he said.
Spending was not disclosed, but sources said Churchs will likely invest about $1.5 million to reach Hispanics in 1998. Churchs said it plans to increase its Hispanic television advertising budget by 45 percent and double its radio spending in 1999.
The new campaign includes two 30-second TV spots and one 60-second radio execution aimed at an 18-49 demographic. The agency, however, hopes to specifically reach women 25-49 since research reveals they often make food choices for Latino families.
The spots use Latin dance music and a “1, 2, 3, cha-cha Churchs” lyric. The campaign will run in Texas markets including Dallas, Houston and San Antonio, as well as Phoenix.
Latinos account for upwards of 70 percent of Churchs customer base in some South Texas markets, according to Atkins officials.