SHERMAINE BOH
Texas Chilli Crunch Campaign
Tactical Campaign | Creative Direction | Social Media Activation
Client:
Texas Chicken
Year:
2022
The campaign objective is to promote the Chilli Crunch Flavour that is back by popular demand.​ Anchoring the idea with "Crunch", it activates the senses on a sound and textural level. The core idea revolved around the experience of the crackling crunch where it is the most satisfying music for your tastebuds.
This brings to our tagline: Turn Up Your Crunch. To feature this sound and textural level, the key concept of both Key Visuals was to amplify the crunch by using elements that represent sound while featuring the crumbly crunchy texture of the chicken.
In-store Activation: A “Turn Up Your Crunch” pop-up booth is available for customers to showcase their best techniques to get the loudest crunch out of any Chilli Crunch products that they purchase - and if they can get a decibel level of > 50 dBA, they will win a product or even get their purchase comped!
