RaisinG CanE’s
winning campaign pitch
Even if you win, the work you pitch is seldom the work you end up producing. Such was the case for Raising Cane’s, one of the fastest-growing QSRs in the country with a diehard following and a hyper-focused menu of chicken fingers. The brand came to us with a straightforward prompt: Devise a campaign for July 27, National Chicken Finger Day. The integrated campaign that my team pitched—and the idea that won us the business—treated National Chicken Finger Day with the reverence it deserved.
winner winner, chicken dinner
In addition to campaign concepting, my role on the pitch was to bring tactical ideas to life, like incentivizing UGC on social through a sweepstakes that rewarded one winner with a trophy. But not just any trophy. A trophy that, when brought to any Raising Cane’s location, was to be filled with free chicken fingers for an entire year.
cluck cluck, tweet tweet
Using our campaign hero video (an 80s-inspired sports montage, obviously), I broke the content out into a series of organic tweets meant to rile up our base in the weeks leading up to National Chicken Finger Day.
I helped concept ideas for swag, wrote campaign headlines and video scripts, and devised tactics that celebrated the caniac community.
Todd’s Rallying Cry: Todd, the founder of Raising Cane’s, is extremely passionate and involved in his operation. We took his dedication and imagined it in the figurative-but-also-literal locker room of our campaign world.
team
Exec. Creative Director: Zach Goodwin
Assoc. Creative Director: Maggie Winters
Account Director: Erica Goodwin
Director + DP: Nathan Colby
Art Director: Monica Tan