Chick-fil-A Behind The Menu

Campaign
Cellphone with Chick-fil-A Behind The Menu images
Think Chick-fil-A is famous for their Chicken Sandwich, but there’s more to the menu. How do we expose fans to the fresh ingredients and quality food in a way that’s engaging and informational?
Make We took fans “Behind the Menu” by utilizing informative Facebook content and a series of interactive Instagram pages that highlighted everything that goes into making their favorite food great.
Move As a direct result of this campaign, we increased customer awareness of Chick-fil-A’s real and fresh ingredients by driving a high ad-recall and an overall lift in brand association.

Channel Growth

170% Increase

(208k Instagram followers)

Organic Post Reach

44% Increase

 

Overall Engagement Rate

14% Increase

 

Instagram Results

Overall Ad Recall Lift: +9points

Ad Recall Lift for 24-34 year olds: +13 points

Facebook Results

Overall Ad Recall Lift: +7 points

  • We created 22 customized Instagram product handles that gave customers an in-depth look at each menu item — showcasing individual ingredients and how it’s made.
  • Each handle was designed to be viewed as a seamless visual that included unique “hot spots” which lead fans to nutritional information, fun facts and information on preparation, food sourcing, statistics, videos and more.
  • We took transparency to another level by adding calorie counts to each product, allowing customers to make meal decisions that fit their eating habits and lifestyle.

80% increase

in association of Chick-fil-A with balanced/nutritious menu options 35–65 year-olds.

6-point increase

in audience ratings of Chick-fil-A for having balanced/nutritious menu options.

64% 

of those exposed to ads on Facebook rated Chick-fil-A as Very High or High for having balanced menu options.

Awards

Bronze Addy
Social Media Campaign
Online
Interactive