It’s not as crazy as you think
Chick-fil-A needed a campaign to launch their new breakfast offering, the Egg White Grill Breakfast Sandwich. We discovered that people thought the idea of eating chicken for breakfast was crazy. So we went right at the tension and, with the help of some historical figures, explained that it’s not as crazy as you think.
Chick-fil-A’s breakfast promotions helped the chain take considerable market share. Between June and October 2016, Chick-fil-A’s share of the breakfast market jumped 16 percent nationally while their competitors stayed stagnant or lost share.
Increase in market share