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Boston Market launches fresh-focused branding

In an effort to inspire guests to eat healthier, Boston Market has launched the campaign, “All Good,” coinciding with the first National Rotisserie Chicken Day.

June 1, 2015

In an effort to inspire guests to eat healthier, Boston Market has launched the campaign, “All Good,” coinciding with the first National Rotisserie Chicken Day. The chain will stand up for the simple goodness of families and friends connecting over real food that’s carefully prepared, affordable and without compromise, according to a company press release.

The opening line in the first TV spot sums up Boston Market’s challenge to today’s lowered expectations for convenient, affordable food: “When making food fast is more important than making food good, something’s wrong.” Boston Market is the sharp contrast, offering all-natural chicken, slow roasted for approximately 90 minutes, served on real plates with real home-style sides and meal prices starting at $6.99, said Boston Market CEO George Michel, also known as The Big Chicken.

In addition to TV commercials, the campaign will include farm-image branding in the restaurants, consumer education with serving suggestions and tips for family meal planning, and the first-ever National Rotisserie Chicken Day. Its aim: To protect the treasured ritual of quality mealtime, which is always under attack with the faster pace of modern life.

“‘All Good’ is about reminding people what sets Boston Market apart from our competitors: our food, our service and our people. In other words, our promise to deliver an experience that is all good,” Michel said. “We’re dialing up our brand so we aren’t overlooked in the rush to respond to the siren song of fast food.” 

The campaign includes national cable and spot TV advertising, coupons, restaurant banners and consumer outreach through events and social media. It features Boston Market Rotisserie Chicken at the heart of a range of better-for-you meal options designed for families and groups of friends who yearn for a home-style, healthful, guilt-free meal enjoyed alongside real sides using real plates and real silverware, according to the release.

National Rotisserie Chicken Day, on June 2, is a coast-to-coast celebration and reminder that there is a better way to fuel up with this lean protein. The new annual observance was one of only 10 new holidays green lighted by the National Day Calendar registrar this year, according to the release. As a way to say thank you to everyone who has helped pave the way for the Rotisserie Revolution over the last three decades, Boston Market will celebrate National Rotisserie Chicken Day at all of its restaurants by offering a free regular third side with purchase of a Rotisserie Chicken Individual Meal, according to the release. There also will be surprise and delights for consumers who show their love on social media using the hashtag #RotisserieChickenDay.

Lisa Leslie partners with Boston Market

Basketball star Lisa Leslie will again partner with the fast casual chain to join the conversation on National Rotisserie Chicken Day and throughout the summer. “I’m rotisserie chicken’s biggest fan,” said Lisa Leslie. “As an athlete and a mom, providing a healthy meal for my family is a top priority. We’re constantly on the run, so we love stopping by Boston Market to pick up a delicious home style meal that tastes like I spent hours in the kitchen preparing it. “