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.

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.

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.

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.

Behind-the-scenes content, interviews, and exclusive moments kept the story alive well past launch.

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.

LaRosa’s wanted a cross-channel campaign that would highlight the value of quality time spent around a meal, and LaRosa’s as the place to go for that, deepening brand connection, and driving additional purchases.

We built a campaign rooted in emotional insight and audience truth, speaking to busy parents making dinner calls, while still landing with younger audiences who care about flavor, convenience, and being together.

We positioned LaRosa’s around the idea of “feeding the moment,” and built creative around the idea that food can make time with family and friends feel easier and more meaningful. The cross-channel execution carried that message across point-of-sale, TV, social, OOH, and promotional materials, so the brand showed up at the point of decision with one connected story.

The result was a brand campaign that helped LaRosa’s show up with more meaning and more momentum — and audiences connected to it.  

Not only did we see increased impressions, quality score and Paid Social engagement rates, but LaRosa’s 2025 brand health metrics also showed LaRosa’s is the #1 pizzeria amongst competitors in brand relevancy.

LaRosa’s continued to score high in taste, quality, and satisfaction, showing the campaign strengthened consumer connection in a way that was measurable and explainable.

Church’s Texas Chicken had rolled out exciting new brand positioning. As a fast follow, the brand was ready to launch a new line of spicy menu items, emphasizing unique flavor and exceptional value. The goal was twofold: 

The “Get Spicy” campaign targeted individuals aged 25–54, equally split among White, Black, and Latino families, with an average household income under $40,000 annually, living within 15 minutes of a Church’s restaurant. Research showed that summer provided opportunities for social gatherings in low-income neighborhoods, where our audience sought affordable food options. 

We leveraged these insights by recruiting well-known freestyle rappers from Church’s communities to create authentic, relatable content. Filming in an Austin parking lot, we captured the essence of long summer days and vibrant social occasions, reflecting the multicultural nature of our audience. 

The party had a DJ, music, games, prizes, and a food truck serving samples of Church’s new spicy menu items to 150+ people. We were onsite to capture their authentic reactions to the food, and that honesty helped establish third-party credibility as the menu items became available in restaurants nationwide.

The communities Church’s serves showed up. Sales climbed well past the original goal and IPSOS testing confirmed the creative ranked in the top 10% of all work they’ve ever tested.