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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.
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