With 52 stores in the United States, Philippines-based fast-food chicken chain Jollibee is launching a campaign to promote their chicken sandwich by lampooning daytime TV lawyer ads.
Amid the chicken sandwich war between Popeyes, KFC, Chick-fil-A and other regional chains, Jollibee hopes to stake a claim with its Chickenwich.
Do lackluster chicken sandwiches kill your (chicken) joy? Time to call Jollibee’s Chris P. Poultry, chicken sandwich attorney-at-law.
“Has your chicken sandwich been too dry, too bland or just plain joyless? Then you need a powerful chicken sandwich lawyer. Call me, Chris P. Poultry, chicken sandwich attorney-at-law. I’ll fight to make sure you get the chicken sandwich you deserve,” says Chris P. Poultry in the new spot. The spot looks straight out of the ’80s with an almost vaseline-like soft focus.
Alongside the ads, Jollibee also launched a microsite to give away free Jollibee Chickenwiches in exchange for consumer’s contact info. Chris P. Poultry even has a Twitter account to fight against chicken sandwich injustice.
Earlier in the year, Jollibee brought on David & Goliath as their agency of record with an announcement alongside a musical spot. The spot had clearly set the tone for Jollibee’s marketing messaging going forward, and Chris P. Poultry is only a step further into the absurd for the chicken chain.
