One For Two

Addressing Economic Challenges with Innovative Solutions

In a period marked by economic hardships and soaring food prices, Chicken Republic confronted a daunting challenge: a necessary increase in menu prices and a consequent dip in in-store traffic. However, in these trying times, Chicken Republic, powered by the strategic insights of the Grand SFO team, saw a window of opportunity to reinforce brand loyalty and turn a challenge into a triumph.

Chicken Republic, powered by Grand SFO’s in-house capacity, made a spectacle out of the switch, turning what could have been an operational nightmare into an online love story between the brand and two of Nigeria’s most reliable food delivery services, Chowdeck and Glovo.

Harnessing Brand Love for Greater Customer Value

At the heart of our strategy was a simple yet powerful concept: delivering unmatched value to our customers in a difficult economic climate. We revisited the core ethos of Chicken Republic — providing affordable, quality meals to Nigerians — and amplified it with our “buy one get one free” offer.

This initiative ensured that every purchase of a rice & beans combo was rewarded with an additional plate at no extra cost. It was more than a promotion; it was a reaffirmation of Chicken Republic’s commitment to its customers, embodying the spirit of a reliable partner in challenging times.

Redefining Influencer Engagement

Our approach to influencer marketing broke new grounds. Instead of conventional promotions, we turned actual customers into brand advocates. These organic influencers, thrilled by the value they received, naturally shared their experiences, weaving our campaign into everyday conversations.

Simultaneously, we repositioned traditional influencers as ‘perception managers’. Their role was pivotal in demystifying the offer for new audiences, reassuring them of the genuineness and value of the “buy one get one free” deal. This dual-track influencer strategy not only broadened our reach but also deepened trust in our brand.

Actions for Impact

1. Influencer Marketing: Leveraging both organic and professional influencers for maximum campaign reach.

2. Customer Support: Enhancing support to ensure customer satisfaction and positive word-of-mouth.

3. Brand Management: Strategically positioning Chicken Republic as a brand synonymous with value and reliability.

4. Content Creation: Crafting compelling narratives around the “buy one get one free” offer to resonate with a broad audience.

5. Perception Management: Ensuring clear communication to build trust and manage customer expectations effectively.

A Resounding Success

The “buy one get one free” campaign not only rejuvenated in-store traffic but also created a massive buzz.

Organic Impressions

2.2mil

Signifying widespread reach and engagement

Engagements

56k

Reflecting high levels of interaction and positive sentiment towards the campaign.

Turning Challenges into Opportunities

Chicken Republic’s “BOGOF” campaign is a stellar example of how creative marketing strategies can turn economic challenges into opportunities for brand growth and customer loyalty. This campaign not only provided immediate relief to customers during tough economic times but also reinforced Chicken Republic’s position as a brand deeply in tune with the needs and sentiments of its patrons — all powered by the Grand SFO team.

One

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The Big Switch Off

Chicken Republic: One for Two

Grand SFO