golden chick x fletcher's.

2020 is a year that many want to forget. Covid-19, political and social unrest, and the cancellation of everyone in North Texas’ favorite Fall festivity — The State Fair of Texas. And the cancellation of the State Fair meant the cancellation of that iconic meat on a stick — the Fletcher’s Corny Dog. But Golden Chick and Fletcher’s weren’t going to allow an Autumn to pass without people getting their corny dogs. They teamed up for a collaboration to sell the famous corny dogs in 100s of Golden Chick locations throughout Texas. After several successful breakfast rollout campaigns with RBA, who did Golden Chick call to rollout the digital campaign for this monumental limited time offer? Not Ghostbusters.

the story.

When Golden Chick and Fletcher’s decided to get together, they knew that the cult-like following for the Original Corny Dogs would demand perfection. The corny dogs couldn’t be frozen, they had to be made fresh. In a very short amount of time, Golden Chick amended their kitchens and Fletcher’s trained the staff on how to hand-dip and deep fry each and every single one. With Golden Chick’s signature Golden Tenders, delicious sides, and yeast rolls and Fletcher’s Original Corny Dogs, this pairing was sure to cure the 2020 blues.

the strategy.

With this campaign we had one objective: excite consumers about their favorite corny dogs becoming available and inform them that Golden Chick is the place to get Fletcher’s Original Corny Dogs. After presenting several concepts, we agreed to move forward with a campaign that centered around a :30 spot that only had a single word of dialogue: Fletcher’s. It’s a name synonymous with quality, deliciousness, and the golden brown color of their corny dogs. It’s a name that when said in North Texas, everyone knows exactly what you’re talking about.

With the :30 spot came paid and organic campaigns across Facebook, Instagram, Twitter, and Pinterest, which was a new platform for the brand that yielded incredible results.

The spot begins by focusing on the negative part of losing the State Fair and losing Fletcher’s for the year—but the rest of the spot and the campaign focuses on the positive aspects of Fletcher’s at Golden Chick. Shorter lines. Drive thru. Air conditioning.

We launched the campaign shortly after the press blitz to keep the buzz going.

the results.

After the 3 week campaign, you could say the results, just like the famous corny dogs, were crunchy, meaty, and tasty.

With over 3,000,000 impressions and almost 400,000 engagements, total online revenue for Golden Chick was up 85%, total number of online purchases up 90%, and the average revenue per purchase was up 20%.

The awesome folks at Golden Chick were so pleased with RBA’s passion for the brand, creativity in the work, and top line revenue growth, that we’ve been brought on as Golden Chick’s official digital agency of record for 2021. Stay tuned for what’s to come!