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Wunderman Thompson Launches Church’s Chicken Digital Scavenger Hunt


The “Secret Menu Hacks" campaign allows fans to have a chance to win free Church's Chicken for a year

Wunderman Thompson Launches Church’s Chicken Digital Scavenger Hunt

For about 77 years, Church’s Chicken employees and guests have been creating their favourite Church’s menu items, via word-of-mouth and social media.

On Tuesday, September 10th, Church’s encouraged its fans to find some of these delicious “secret menu hacks,” by participating in a new, digital scavenger hunt located on Clues were shared on Twitter, Facebook, and Instagram to help fans uncover these underground “product mash-ups” hidden on the Church’s website. The first person to locate the secret menu hidden inside the website will win a year’s supply of Church’s Chicken.

“At Church’s, we’re always looking for fun ways to engage with our guests, whether it’s asking them to help us name a new product; suggesting new flavour combinations; or rewarding them for being a long-time loyal fan,” said Alan Magee, vice president of digital marketing & technology for Church’s Chicken. "This is the ultimate form of crowdsourcing," added Magee. “By tapping into the creativity of our guests, new menu hack ideas will continue to be added to our now not-so-secret, secret menu."

Wunderman Thompson Atlanta developed the digital scavenger hunt for Church’s Chicken. The secret menu hacks were compiled from restaurant team members plus Church’s guest submissions. “It all started in 1952 with the original Jalapeño Squeeze which was their first menu hack. Since then Church’s employees and guests have been creating their own favourite menu hacks through word of mouth and social media. Church’s launching an official Secret Menu allows us to play in to the heritage and authenticity of the brand while engaging with our fans and most loyal guests in a fun way through a digital scavenger hunt that will ultimately unveil the Secret Menu,” said Lucas Heck, creative director, Wunderman Thompson Atlanta.

The winner of the digital scavenger hunt will be announced on social media, along with details on what to order at your nearest Church’s Chicken in order to recreate the secret menu hacks. Pricing and availability may vary by location. Items will not appear on any menu boards and should not be requested from Church’s cashiers and team members when ordering. Guests are also encouraged to submit their favourite secret menu hack to the brand.

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Wunderman Thompson USA, Tue, 10 Sep 2019 16:47:08 GMT