Consumer-Focused Media Strategy Drives Slim Chickens Brand Presence

Consumer-Focused Media Strategy Drives Slim Chickens Brand Presence and Local Franchisees’ Sales as System Grows

Mainland created a thorough PR strategy to secure consumer-facing coverage around new openings, limited time offers and national holidays, supporting Slim Chickens in winning TV placements and driving store-level revenue.

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INTRO

Founded 20 years ago, Slim Chickens is a fast casual chicken finger concept that focuses on serving fresh, delicious food in a Southern hospitality setting. With a presence across 33 U.S. states and locations in the U.K., the franchise is focused on supporting its existing owners while aggressively pursuing the 600 unit mark.

PROBLEM

Slim Chickens has a fanatical fan base, but the franchise wanted more out of its strategy. For new openings, especially in markets where the brand name was less well-known, it was critical to find the right, comprehensive PR strategy that would spread awareness. Slim Chickens also needed a more consistent ongoing PR strategy in all of its established markets to support local owners in driving sales.

SOLUTION

Mainland created a consumer-focused PR strategy to secure media placements in both developed and developing markets. With a press release and media pitching for each franchisee opening, a timely multi-market pitch every other month and a widespread PR campaign that focuses on television segment opportunities, Mainland is boosting exposure for Slim Chickens, benefitting both local owners and the larger system.

RESULT

In 2022, Mainland secured 125 media placements, earned over $1.5 million in PR value and over $450,000 in ad value, and will substantially exceed these amounts in 2023.

HOW MAINLAND WON

After evaluating the Slim Chickens team’s personalized image of winning, Mainland built a PR strategy that focused on consistent consumer-facing PR and media placements in markets nationwide.

“The focus was getting the right comprehensive coverage for Slim Chickens’ openings,” said Mainland Vice President Julie Maw. “With steady PR placements in their markets and press releases for timely events like big promotions and limited-time offers, we have been able to support the team in driving sales for individual franchisees.”

Some recent media placements facilitated by Mainland include:

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