Chick-fil-A x Chick-O-Stick
PAVLOV Intern Project
During my internship, I was given the opportunity to work with six other interns on a project focused on a hypothetical collaboration between Chick-fil-A and a Texas candy brand known as Chick-O-Stick. Unfortunately, our project was cut short due to COVID-19. I worked with a graphic design intern to finish what we could under the circumstances.
The Big Idea
The main product idea for this collaboration was a Chick-O-Stick flavored milkshake that would be sold at major Chick-fil-A locations in Texas. To sell the idea of this milkshake, we decided to create a story called "Cows vs. Chickens" that would describe the origin of the new milkshake flavor. This story would be the foundation for all promotional materials in the campaign.
Storyboard
In order to get people interested in this collaboration, I thought it would be fun if the commercial promoting the new milkshake flavor was in the form of an action movie trailer. I wrote the copy for this story board with the intent of building suspense and catching the consumers attention.
OOH and In-Store
We included billboards and in-store elements such as table tents and window posters to help raise awareness of the collaboration. Our main priority with these promotional tools was to focus on matching the Chick-fil-A style since they are the larger of the two clients.
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Merchandise
We decided to include merchandise in the campaign as a way to encourage customers to engage with the collaboration. Items such as t-shirts and pins would be available for purchase or redeemable as prizes through the point system offered through the Chick-fil-A app. For example, a customer who buys five Chick-O-Stick milkshakes can redeem a pin.
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