Chick-fil-A Behind The Menu
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?
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.
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.
(208k Instagram followers)
Organic Post Reach
Overall Engagement Rate
Overall Ad Recall Lift: +9points
Ad Recall Lift for 24-34 year olds: +13 points
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.
Social Media Campaign