Launch restaurant brand with a single location and successfully break into the
crowded fast-casual market. Super Chix aimed to create brand awareness in the local -community about their offerings, location and Grand Opening date. Without a large-scale
advertising campaign or established prominence in markets outside Arlington, Ayden was
asked to deploy a comprehensive guerrilla marketing strategy to engage and educate with prospective customers on the ground. The unique narrative of Super Chix and their associated value proposition to the public needed to be delivered flawlessly to introduce and maintain the brand to a wide demographic.
Activate the Super Chix brand through engagement experienced Brand
Ambassadors, educate with promotional materials and generate awareness through organic
word of mouth marketing. Ayden Activation Group developed a marketing campaign alongside Super Chix to hire, train, and coordinate a team of Brand Ambassadors to spread the Super Chix message over a week long period.
A diverse group of experienced promotions professionals wearing branded uniforms and
energetic personalities used a combination of coupons and lanyards to get people excited
about the new restaurant that was opening exclusively in their market. Ayden activation coordinated every aspect of the promotion from start to finish including on
the ground efforts and media runs. Staff was given a thoroughly researched list of Hot Spot
areas to maximize return on their 4-5 hours worked per day at peak times. Local churches,
schools and local businesses were targeted to reach a concentrated yet wide reaching
audience in close proximity to the Super Chix retail location. Coupons consisted of branded lanyards that could be worn in order to receive free chicken tenders, fries and frozen custard
prior to the Grand Opening. Staff strategically placed attention grabbing posters featuring QR codes and messaging with call-to-actions encouraging consumers to sign up in order to receive free offers from Super Chix.
Lines out the door and Super Chix sells out of inventory during Grand Opening
Ayden’s carefully planned campaign led to a remarkable turnout on the date of the Super
Chix Grand Opening 1000’s of coupon lanyards were redeemed by
consumers eager to try the products and the response was overwhelmingly positive. Lines
could be seen throughout the day with people visiting the store from throughout the region.
“While Supplies Last” became a reality as Super Chix had run out of food by the end of the
day, encouraging participants to return to the store at a later date.
A full recap detailing location scouting and team member scheduling and routing was
returned to the client along with photographs, public comments, and a complete profile of the
Arlington restaurant consumer market. Feedback from the restaurant’s management, the
client’s media agency, and staff members stressed the high value of Ayden’s guerrilla
marketing platform to build awareness, excitement in ensuring the launch of Super Chix was
a total success.
3500 Lanyards & coupons
4 Brand Ambassadors