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Basic. Boring. Kid food. That’s how many have come to describe chicken tenders as a menu offering.
With the arrival of their new hand breaded Texas Tenders, Church’s Chicken, the ultimate purveyors of authentic Texas style chicken, looked to put a spotlight on this oft overlooked menu item and entice even the most discerning audience to give tenders another try. To sweeten the deal, the tenders launched as part of a limited edition collection for Lent – the Texas Tenders ‘n Shrimp meal.
Tastemakers are driven by what’s new, now, and worth it. Driven by a hunger for what’s hot and an IYNYK mentality, they devour sneaker drops in seconds and have a particular penchant for products that combine good taste and good quality.
Since this shop the drop mentality drives millennials to snap up products in the fashion space, we looked to explore how it could light a fire behind Church’s limited edition meal.
Borrowing from the world of juicy fashion drops, the Church’s Texas Tenders ‘n Shrimp meal was launched as the hottest drop of the fast food season – lookbook and all. To highlight the quality and craft behind Church’s new Texas Tenders, we created the first ever lookbook dedicated to the tender.
Every page captured a unique Texas Tender in all its glory. We celebrated unique characteristics resulting from their hand crafted nature and wet appetites with delicious close-ups of the juicy all white meat and crisp, golden breading. And we paired each one with a generous side of shrimp.
The lookbook lived as an online catalogue as well as a physical piece—the ultimate coffee table talking piece.
This drop was copped. The Texas Tenders ‘n shrimp was a sell-out success, with Church’s restaurants across the country actually running out of shrimp before the promotional period ended.
