Dallas-based advertising agency, Fortunato, recently created a branding campaign for Hot Chicks Chicken which touts the hottest form of the Nashville hot chicken concept. Hot Chicks comes from SS Hospitality Group, who already operate a number of restaurants and bars around Dallas-Fort Worth including Landmark, The Yard, and Texas Republic.
Rodrigo Maycotte, Partner at Fortunato, stated, “This was a really fun project to work on, for us it was a great opportunity to help shape a brand from its inception, which is something that we love to do. Both Dallas and other cities have seen a recent boom of hot chicken sandwich restaurants, and with this comes the need to stand apart from a very crowded category. Our goal was to make Hot Chicks the boldest and the “spiciest” in the market. A lot of times clients are scared this will alienate people, but ultimately having a distinct personality is the only way to avoid indifference. Our Hot Chicks clients understood that, and we love that they’re on the same page as us when it comes to putting bold, brave work out there, it makes for a great partnership.”
INSIGHT
The Nashville Hot Chicken craze has reached a fever pitch. With an increasing amount of restaurants popping up, Hot Chicks Chicken needed a bold personality to match their flavor.
We developed a brand identity and campaign to launch Hot Chicks as a plucky new contender full of personality, and an attitude born directly from the searing-hot flavor of their food.
APPROACH
Elicit people’s burning desire for hot chicken.
Nashville Hot Chicken has a double allure: flavor and spice. Through a teaser campaign leading up to launch, we sought to entice people’s curiosity around the highest heat level in our menu – the “Hot AF.”
Our collaboration included designing a dining experience where no detail was spared. Extensive design and writing went into every square foot of the restaurant, including special tray liner designs for each heat level.
