Xylem Spices Up Church’s Chicken™

DENVER, COLORADO (Thursday, December 01, 2005) - Church's Chicken™, one of the largest quick service chicken concepts in the world, has launched its new Web site www.churchs.com offering site visitors a highly immersive experience while remaining true to the company’s core brand. Designed by Xylem Interactive, a leading national interactive agency based in Denver, the Web site is part of Church’s new interactive / digital marketing strategy.

A recent shift in ownership helped precipitate a renewed focus on marketing. “It’s a new day at Church’s – the company is evolving with a focus on value,” said Harsha Agadi, Church’s president and CEO. “Our biggest challenge is spreading the news to customers, prospects and franchisees. With consumers spending more time on the Internet, we feel our greatest opportunity is online marketing, and we’re kicking off the campaign with an amazing new Web site.”

The strategic challenge Church’s posed was integrating several brand identities. “The quick service chicken restaurant business is an extremely competitive and mature market,” said Scott Snyder, Xylem Interactive managing partner. “Church's allowed us the unique opportunity to inject some entertainment and fun into their brand image that will clearly push the brand ahead of the competition.”

To reinforce Church’s flavor choices, Xylem brought the Original and Spicy Chicken brands to life. Alter egos, Spicy Chicken has a bold and adventurous persona while Original Chicken is more practical, yet has a slight attitude. Users first encounter the characters on the landing page and they serve as guides throughout the site providing entertainment and intrigue. Spicy and Original peek at users from behind the menu board, skateboard along the bottom of pages, and even drive the Church’s action news truck.

“Church's has been known for one flavor for over 50 years and that this site has allowed us to demonstrate two different flavor positioning with all our chicken choices, in a fun, engaging way,” said Farnaz Wallace, Church’s Chicken chief marketing officer. “The site perfectly reflects Church’s brand personality which is fun, cool, irreverent, authentic and unique.”

Church’s site also utilizes innovative transitions, custom audio effects, visual and unique navigation to appeal to consumers and franchisees, such as:
• Video of a customer service rep serving users the menu item they select
• Sound effects including the signature Church’s “crunch” and a Texas showdown
• 3D rendering of a Church’s restaurant being constructed
• Personal video message from Church’s executive team to potential franchisees

Creating intrigue among franchisees is an important element of the site strategy. “The Web site allows potential franchisees to learn about the brand quickly while having fun,” said Wallace. Information about domestic and international franchise opportunities is available as well as franchisee resources and support.

Church’s intends to expand its online campaign in the future to reach its core audiences in new and engaging ways. In the meantime, Church’s plans to drive people to the Web site through viral means and by placing the URL on all store packaging.

The new site replaces Church’s previous Web site design, which made its debut in 2000.

About Xylem Interactive
Xylem Interactive has built a strategy-based interactive digital media business that is focused on the brand. As an award-winning interactive agency, the company combines solid business strategy with high-end interactive design, digital video production, custom audio and traditional advertising to optimize and enhance national and international brands. Established in 2000, Xylem is headquartered in Denver, Colorado with offices in Austin, Chicago and New York City. Xylem is one of Colorado’s fastest growing small private companies, according to The Denver Business Journal. For more information, visit www.XylemInteractive.com.

About Church’s Chicken™
Founded in San Antonio, Texas in 1952, Church’s Chicken™ is a highly recognized brand name in the QSR sector, and is one of the largest quick service chicken concepts in the world. Church’s Chicken™ serves traditional Southern and Spicy Fried Chicken with a focus on offering complete meals with large portions at low prices and is positioned as the Value Leader in the Chicken QSR category. As of December 2004, the Church’s system had 1,556 locations worldwide in 15 countries, plus Puerto Rico, with system sales in excess of $950 million. Visit www.churchs.com for additional information.

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