Case Study: Chick-fil-A achieves record Spicy Chicken launch success with Proi Worldwide

Chick-fil-A launches Spicy Chicken with Proi Worldwide, driving 2 million sandwiches sold in 10 days

Chick-fil-A faced the challenge of launching its first new product in 20 years, the Spicy Chicken Sandwich, and needed a national PR strategy to generate significant consumer interest. To achieve this, they partnered with Proi Worldwide to develop and execute a comprehensive campaign focused on product sampling and media engagement.

Proi Worldwide implemented a phased solution, beginning with a successful test of an online reservation system for free sandwiches, followed by targeted media outreach and a full-scale PR blitz in top markets. The team personally visited over a thousand journalists to facilitate sampling. The results far surpassed goals, generating over 404 media placements and 52 million impressions. This effort, deemed Chick-fil-A's most successful product launch ever, led to 1.2 million sandwiches given away and 2 million sold in the first 10 days.

Chick-fil-A