Shoney's Nashville Hot Chicken

SHONEY’S VS PHONEY’S

The Kind of Heat Only Nashville Can Bring

Every restaurant from Alaska to Nebraska now features some form of Nashville Hot Chicken on their menu. The problem is they just ain’t Nashville. Shoney’s, on the other hand, is a Nashville company, and thus therefore hence knows more about Nashville Hot Chicken.

We created a campaign that went on the offensive, calling out all restaurants who have Nashville Hot Chicken on their menu, despite not being the least bit Nashvillian.

We called it Shoney’s Vs Phoney’s. 

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One of my favorite parts of creating this campaign was writing and directing the digital audio commercials.

Radio and audio media are by far my favorite ads to write. Capturing the audience with nothing but words is, for me, copywriting at its purest.

One of the biggest targets we went after was KFC. We weren’t about to let a place with Kentucky in their name get away with selling Nashville chicken.

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While the Nashville Hot campaign was going, we hatched a crazy idea to add fire to the fuel. As a promotion, we would shoot flames from the roof of the flagship Nashville location. Also for social media, we created a fiery photo op for anyone ordering the Nashville Hot Chicken. After they ordered, they could press a special “Bring The Heat” button, and flames would shoot from a billboard we stationed in the parking lot. City Ordinance dictated that firefighters had to be on-site at all times, but we felt that added to the experience.

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