Church’s Texas Chicken & Harry Mack: Real Deals. Real Results.
While competitors watched sales slide, Church's turned a meal deal into a cultural moment. And gave fans something no value menu has ever offered before.
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9.6M
Total video views
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95%
Positive sentiment
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70.2K
Engagements
At a Glance
- Client
- Church’s Texas Chicken
- Campaign
- Real Deals with Harry Mack
- Languages
- English & Spanish
- Featured
- Ad Age’s 13 Creative Campaigns to Know About Today
Overview
We set out to remind people that Church's isn't just where you go to feed your hunger — it's where you go to feel seen, celebrated, and straight-up entertained.
Church’s Real Deals menu offered something genuinely worth talking about — 2 items starting at $4. But the opportunity was bigger than the price point.
Church’s audience is the real deal. Hard-working families from diverse communities who know the value of a dollar and know when something’s authentic. They didn’t need another coupon. They needed a reason to feel seen.
So we gave them one. And we brought Harry Mack to do it.
Recognition
Graphis Advertising Awards
Gold (“Church’s Texas Chicken Real Deals”)
AdAge
13 Creative Campaigns to Know About Today
The Goal
Church’s came in with a value story worth telling and an audience worth celebrating. The goal was to make the Real Deals menu feel like more than a promotion, and to deepen the brand’s connection with the diverse, community-rooted customers who show up for Church’s every day.
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Value with Soul
Elevate the Real Deals menu beyond a price point into an only-at-Church's experience
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Cultural Connection
Deepen authentic relationships with White, Black, and Latino communities within Church's footprint
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Earned Attention
Generate content worth sharing, spreading, and remembering long after the campaign ended
The Challenge
The fast-food category is cluttered with deal campaigns that look and sound exactly alike. Breaking through required something that couldn’t be replicated, scripted, or faked.
The audience Church's serves has seen every version of the value meal pitch. They're savvy, they're community-connected, and they can spot inauthenticity from a mile away. The work had to earn their attention on their terms.
The Solution
We collaborated with Harry Mack — the viral freestyle sensation known for jaw-dropping, off-the-dome rhymes that feel personal, joyful, and alive. Then we handed him the most unexpected stage of his career: a Church’s location wired with 13 hidden cameras and filled with real, unsuspecting customers.
Using actual orders as his inspiration, Harry delivered custom freestyles that stopped people mid-bite. Strangers became fans. Chicken cravings turned into concerts. The laughter, the double takes, the joy — all of it real, all of it captured, none of it staged.
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Harry Mack
A viral freestyle artist whose authentic joy made him the perfect cultural collaborator for this audience
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13 Hidden Cameras
Authentic storytelling rooted in the real family moments Church’s is part of every day
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3 Hero Videos
Brought the experience to audiences beyond the restaurant
The experience traveled beyond the counter through an integrated campaign built for paid media and social — three freestyle-driven hero videos, behind-the-scenes moments, a full-length freestyle, a sit-down interview, and exclusive content that brought fans closer to both the artist and the brand.
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Ad Age
Featured in “13 Creative Campaigns to Know About Today”
Behind-the-scenes content, interviews, and exclusive moments kept the story alive well past launch.
The Proof
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9.6M
Total video views
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95%
Positive sentiment
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70.2K
Engagements
While other brands in the category saw sales declines of up to 5.3% in 2024, Church’s kept trending upward. The Harry Mack campaign earned attention at a scale that put Church’s in a category of its own.
Brunner didn't just innovate our messaging — they helped us see our own audience more clearly. The results speak for themselves.
Church's Texas Chicken
