Gimme That Golden

After almost 60 years of serving up the best chicken in the business, regional chain Golden Chick has built a solid fan base of loyal guests who are obsessed about their hand breaded Golden Tenders, amazing fried chicken, battered fries and fresh-baked Golden Rolls — just to name a few menu items. We needed to show chicken lovers that we were a better, bolder alternative to the basic chicken they were settling for at the national chains. To stand out in a cluttered category, we needed to tap into the existing fandom, boldly claim our superiority, and show the uninitiated what they were missing in a way that would make a visit to Golden Chick feel like an upgrade.

Leaning into the power of music for memorability and communication, we created a brand anthem that would challenge our audience to step up their chicken game, featuring a rally cry that doubled as an ownable call to action. GIMME THAT GOLDEN is the demand of full-on chicken fanatics who lock in on chicken so good it makes you want to slap the colonel and kick the bucket.

Built on a track from Grammy-winning producer Tre Nagella — with a percussive vibe and just the right amount of swagger — the campaign makes the experience of going to Golden Chick as craveable as the mouthwatering food. It shouts it out loud that this place knows how to do chicken right.