Shane’s Rib Shack has launched its “Tender Loving Chicken” television ad campaign, which reveals the company’s best kept secret – its premium, fresh white meat chicken tenders.
The “Tender Loving Chicken” ad campaign was developed to broaden menu awareness and was created by Innovative Advertising, based in Covington, La. It includes a multi-market cable television advertising media buy, in-store POP, print ads, a new menu board panel, billboards and VIP cards offering free “3 piece tender” meals. The giveaway is designed to complement local store-marketing programs and was developed to drive trial and awareness to increase customer frequency.
Shane’s Rib Shack also is seeking to grow its franchise base and has a focused development strategy in place for 2011, which includes filling its existing core markets of Georgia and Florida, and expanding to new contiguous markets such as South Carolina, North Carolina and Tennessee. Growth plans also include expansion with multi-unit operators in major DMA’s east of the Mississippi.
