To stand out from under the leader’s shadow, Texas Chicken needed to be different. The brand needed to do something that a mega brand is not allowed to do. We therefore came up with a never-seen-before “unbranded branding promotion campaign.”

We created a typical fried chicken commercial that included everything a commercial should—except for the brand name and logo! We then asked consumers to log in to our microsite, which was just a click away, and give us the answer to “What is this commercial for?” Every answer and online share had the chance to win a prize!