CCF

Sam's Chicken is a fried chicken fast food chain that predominantly operates across London, United Kingdom. In 2012, Reliance Retail (part of Reliance Industries), the largest organized retailer in India entered into a joint venture with 2 Sister’s Food Group (owners of Sam’s Chicken retail chain) to bring the quick service restaurant (QSR) chain into the Indian market to compete with the likes of KFC (Kentucky Fried Chicken).

Brand Name & Identity

The task: Build a definitive identity and meaning for the brand that allows it to keep that conversation engaging around the brand amongst the youth.

Our Approach: If it needs to be a youth icon, it needs to involve the elements of mystery and fun. If the business is about chicken, why not play on the ‘chicken and egg causality dilemma’ – ‘who came first?’. The aim should be to try and resolve the conflict for the youth – by sticking out our neck and taking a stand.

Fast food, and specifically fried chicken is a very American concept. For our young customers, the appeal is not just the food, but the experience of dining like the west. In keeping with this expectation, we kept the brand identity as close to its fast-food roots as possible, by using a similar look and style, chunky fonts and traditional red white and blue brand colours.

But we did leave room for fun. The teardrop shaped logo icon was used to create interesting design elements, through which we could tell interesting and quirky brand stories across all communication.

In-store Communication

With a decisive name like Chicken Comes First, the brand has clearly taken a stand on the age-old debate. Now it’s up to us to convince the rest of the world. Our in store communication was designed to make humorous arguments for our case. We also invited the customers into the conversation by creating an interactive wall where they could leave their comments, as well as a horoscope wall to keep them engaged.

Merchandise

Everyone loves a funny t-shirt. As a brand that was built on funny one-liner answers, creating humorous brand tshirts was a smart way to connect with a generation that loves to express themselves through their clothes.

Teaser OOH

A question that tickles the imagination, and answers that make you laugh out loud. We created teasers with this simple formula to catch the attention of young people and announce that a cool new brand was on its way.

Launch OOH

The humour and fun was extended into the launch communication. The ads showcase the products and special combos, with a serving of smiles on the side.