Agency: SuperUnion


WPP creative company Superunion has partnered with Minor Food’s The Pizza Company, Thailand’s largest restaurant group, to develop a dynamic new identity for its Chick-A-Boom pop-up stores and home delivery offer. The new brand’s symbol, a non-binary mascot, ‘Chickira’, is created to celebrate the inclusiveness and diversity of contemporary Thai youth culture and to express the story of a brand where everyone is welcome.

Chick-A-Boom, known for its flavourful sauce and crispy fried chicken, has launched 15 pop-up stores across the country in an experimental ‘shop-in-shop’ format with The Pizza Company of Minor Food, sharing the space within the nationwide branches and complementing the pizza menu.

The launch of the supercharged Chick-A-Boom brand and unconventional mascot, ‘Chickira’, was a deliberate move to disrupt the saturated fast food category dominated by Western brands. The design of Thailand’s first non-binary mascot, ‘Chickira’, celebrates the diversity integral to contemporary youth culture as they shake their way into the hearts and minds of the Thai nation.

Superunion led the concept and name creation, brand identity, mascot and in-store experience design.

This professional campaign titled 'Chickira' was published in Thailand in October, 2022. It was created for the brand: Chick-A-Boom, by ad agency: SuperUnion. This Integrated medium campaign is related to the Food industry and contains 10 media assets. It was submitted over 1 year ago.


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