Churchs Calls Review

Despite the recent launch of a new campaign from Austin Kelly Advertising here, Churchs Chicken confirmed that it is conducting a closed agency review that will include the 16-month incumbent along with four other shops.
The AFC Enterprises division, with estimated media expenditures of nearly $10 million, recently named Brad Haley chief marketing officer. Haley, a six-year veteran of Jack in the Box, replaced Sue Morgan, who left the company.
Reporting to president Hala Moddelmog, Haley will orchestrate the review as he works to develop a more consistent brand identity for the 1,400-unit chain and solidify its connection with frequent diners.
“The brand image can be focused to hone in on our core customer base to make sure we are doing the best job of servicing the heavy category users,” Haley said. “Though there have been some reoccurring elements to the advertising, we have an opportunity to give the brand more of a consistent personality and more of a campaign look and feel to the communications.”
Austin Kelley chief executive officer Geoffrey Nixon referred all questions to the client.
Nixon’s shop won the business early last year when the account shifted from Dallas-based Levenson & Hill [Adweek, Jan. 12, 1998].
Last November, the agency introduced the second phase of an advertising campaign, positioning the client’s product as being so good it would drive people to distraction. Television spots continued to feature the restaurant chain’s “spokesdog,” Peppa, as well as its ongoing tagline, “Gotta love it.”

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