Church’s Texas Chicken has always stood for bold flavor, real value and deep community roots. In a fast-food world cluttered with uninspired deals and forgettable experiences, we saw a chance to do something memorable–something that would surprise, delight, and spread joy where it matters most: right at the counter. Church’s fans can snag 2 items off the Real Deals menu starting at just $4, but it’s more than just a good deal—it’s a promise that Church’s delivers soul-satisfying food and unforgettable moments.

We set out to remind people that Church’s isn’t just where you go to feed your hunger–it’s where you go to feel seen, celebrated, and straight-up entertained.

Our audience is the real deal. Hard-working families from White, Black, and Latino communities, living and thriving within 15 minutes of a Church’s location. They know the value of a dollar, and they know when something’s real. So, we gave them more than a meal. We served up an only-at-Church’s experience.

We collaborated with Harry Mack, the viral freestyle sensation whose ability to spread joy with jaw-dropping, off-the-dome rhymes has made him a fan favorite across generations. His freestyles are personal and full of life—just like the neighborhoods we serve.

And then we took things to the next level.

We transformed a Church’s location into a 13-hidden-camera stage and let Harry loose. He used real customers’ orders to spark custom, high-energy freestyles that stopped people in their tracks. Strangers became fans. Chicken cravings turned into concerts. We captured the laughter, the double takes, the joy–the exact kind of feel-good magic that can’t be faked.

By offering more than just another meal deal, we celebrated and deepened our connection with culture, spread joy, and created a space where everyone felt like a VIP.

The experience didn’t stop at the front counter either. We rolled out an integrated campaign that featured three freestyle-driven hero videos in paid media. We extended the story on social with behind-the-scenes moments, a full-length Harry Mack freestyle, a sit-down interview between two emcees who love and respect the culture, genuine customer reactions, and exclusive content that brought fans closer to the artist and the brand. We reinforced the idea that joy lives on the menu at Church’s.

Church’s Real Deals campaign went live on April 28. And while other brands in the category experienced up to a 5.3% decline in sales in 2024, Church’s continues to push forward and trend upward. We expect this campaign to build on recent positive sales and traffic growth the previous campaign delivered. Why? Because we delivered more than food. We served up surprise, joy and connection and reminded people that at Church’s, every meal is a moment worth remembering.