The Client: Chick-fil-A
The Communication Problem: Chick Fil A needs a new advertising campaign in order to build awareness among a particular target.
The Research: Two focus groups were conducted. The focus groups participated in various activities to explore their opinions about both the restaurant they represented and the other one. These activities, which in total lasted roughly 45 minutes, helped focus groups develop stronger attitudes about why they prefer the restaurant they represented to the opposing one. The activities included a cartoon, a breakup letter, fill in the blank people associations, and two collages. These activities hoped to gain insight about what specific attitudes and aspects are associated with each restaurant.
The Key Insight: Data collected from the projective activities indicates the following themes that represent Chick-Fil-A: variability, healthy, efficiency, and desirability.
The Communication Problem: Chick Fil A needs a new advertising campaign in order to build awareness among a particular target.
The Research: Two focus groups were conducted. The focus groups participated in various activities to explore their opinions about both the restaurant they represented and the other one. These activities, which in total lasted roughly 45 minutes, helped focus groups develop stronger attitudes about why they prefer the restaurant they represented to the opposing one. The activities included a cartoon, a breakup letter, fill in the blank people associations, and two collages. These activities hoped to gain insight about what specific attitudes and aspects are associated with each restaurant.
The Key Insight: Data collected from the projective activities indicates the following themes that represent Chick-Fil-A: variability, healthy, efficiency, and desirability.
The Message Strategy or The Creative Brief or The Solution:
