With over 80 restaurants in the US, American restaurant chain Slim Chickens chose Cardiff as its second venue in the UK.
jamjar was appointed to support the launch of the restaurant in Cardiff with the following objectives:
- Develop a campaign to create a buzz about the launch of Slim Chickens in Cardiff, targeting the general public, businesses and students.
- Drive footfall into the restaurant
- Support Slim Chickens’ ongoing marketing plans by encouraging app downloads and an Instagram following
What we did
We delved into the Slim Chickens story to understand the company’s deep south roots and its specialities – freshly cooked chicken, house sauces, modern blues music and awesome hospitality.
We researched hooks that would allow us to leverage awareness locally, as well as influencers with a strong following amongst our target audience.
We also looked into Cardiff’s links with the US, which led us to discover that there are two American ice hockey players playing for the Cardiff Devils (our local ice hockey team) – winner, winner, chicken dinner!
Cardiff Devils’ American sport loving fan base was our ideal target audience, so we partnered with them to help ruffle some feathers.
While the fact the restaurant was new would naturally generate some awareness, we knew we had to do something more to get people to say ‘what the cluck?’, so we brought on board the expertise of food artist Nathan Wyburn of Britain’s Got Talent fame, who specialises in creating iconic celebrity portraits using non-traditional media, such as food.