Church's Invests in Digital
For Church’s Chicken, the primary focus of 2019 has been a comprehensive brand relaunch aimed at positioning Church’s as the destination for fried chicken.
As part of its digital brand transformation, Church’s is aligning with new partners and adopting new digital strategic priorities. An integrated media approach of national television, rooted in both new paid digital media channels and the growth of owned digital channels, has been a driver of overall sales and traffic growth, year to date.
Sarah Minton has joined Church’s marketing leadership team as the Senior Director of Media. She is responsible for leading the development, planning, and execution of the brand’s integrated media calendar. Her deep experience in digital media will facilitate new platforms, channels and partners to continue expanding the Church’s customer base. Prior to joining the Church’s team, Minton served as Vice President and Social Media Director for Publicis Media UNIT3C, where she specialized in connecting brands to consumers in real-time “shared space” environments. Past leadership positions include Vice President of Digital and Magazine Activation for Zenith, where she successfully planned and implemented digital strategy across six brands.
“With the launch of our holistic digital ordering platform, Church’s To-Go, we now have the ability to provide our guests direct ordering and get their food, when, how and where they want it. This allows us to make smarter decisions attributable to data, which, in turn, drives incremental transactions and direct revenue, all with media as the catalyst,” said Minton.
In related news, T3, an Austin, Texas-based agency, has been named as the brand’s new “digital innovation partner.” Their portfolio of past and present clients includes Pizza Hut, 7-Eleven, Hilton, UPS, and Capital One, to name a few.