How do we create an anniversary campaign that gets consumers to care about the celebration and engage with the brand?

Nostalgia sells—but the trick is, you can’t make it about you, you have to make it about them.

• A celebration that sat perfectly between the brand’s roots and its current identity.

• Reintroduced the line “love that chicken” with a modern design system that had product at its core.

• Restaurant design and packaging was a throwback to iconic brand elements from the past. 

• Paused the evergreen promo calendar to feature discontinued offerings as LTOs (cajun rice) and promote traditional menu items at their original price points.

Core product sales increased 3.9%

Cajun Rice LTO average unit volume increased +36

Celebration campaign extended 4.5 months