PRIMARY CAMPAIGN CREATIVE

The goal of this campaign was to create a fun, summer festival-like atmosphere that would celebrate National Iced Tea Day, National Chicken Finger Day, and National Fry and Lemonade Day. Each day included a traffic-driving offer and celebrity tie-in. The challenge was to create a breakthrough campaign that could seamlessly move from one message to the next while remaining compelling and fresh.

CREATIVE

To celebrate National Iced Tea Day, the ultimate Iced Tea expert was brought in, Ice-T himself. Ice-T created a comic dichotomy between his tuff persona and the super sweet creative that naturally aligned with both of Raising Cane’s tea options, Sweet and Unsweet Tea. Ice-T’s likeness was used for everything from Product SIgnage to Standees, which became so popular with customers that every restaurant had to reorder the standees on a regular basis because they were being stolen and turning up all over social media.

CREATIVE

To celebrate National Chicken Finger Day the greatest chicken finger eater in the world was tapped to compete in a live event in the new Cane’s Flagship location for the new title. Training videos, digital advertising, and paid social were used to get Caniacs all over the world excited for the live event while at the same time Joey became an advocate for the holiday itself. Joey’s popularity erupted after this event along with the brand awareness around Cane’s and National Chicken Finger Day.