Dave’s Hot Chicken, America’s fastest-growing restaurant chain, has launched its first-ever creative campaign “Don’t die before you try it.”
The slightly morbid marketing campaign comes from a five-year-old chain of chicken restaurants that has experienced rapid growth in the short time since its opening.
The East Hollywood startup has since been backed by several celebrities, including Drake, Samuel L Jackson and Maria Shriver, establishing its cultural significance and paving the way for outstanding ad campaigns.
The two 30-second video campaigns playfully engage with the macabre, equalizing the loss of life with the loss of opportunity to try Dave’s Hot Chicken.
The first short features a Dave’s Hot Chicken lover grieving over the death of his friend by the name of Sam, but more so his inability to try the latest sizzling item on the restaurant’s menu. Sam, comically enough, lost his head in a freak car accident involving risky behavior, a dog and a sun-shield.
The other short features a grieving sister, whose brother Ryan was a huge fan of the hot chicken.
Unfortunately, Ryan was a very generous soul who attempted time travel to warn dinosaurs of what was to come. The subsequent electrocution left his bereaved sister enjoying Dave’s juicy hot chicken in solitude. But still very much enjoying it nonetheless.
Party Land is the creative agency behind Dave Hot Chicken’s playfully morbid campaign that features some of the most delicious-looking chicken to have ever grazed customers’ screens.
“Sunroof” and the “Time Machine” both have a uniquely humorous proposition and take a highly risky approach to advertising.
"Dave's is all about having fun and taking risks, both of which I think we accomplished with this campaign," says Arman Oganesyan, founder and chief brand officer at Dave's. "[This] was the perfect way to show the world our sense of humor, the food and our personality, while creating a fun sense of urgency to try the brand."
Dave’s Hot Chicken just announced hundreds of franchised restaurant locations nationwide and is seeing triple digital sales growth.
The latest advertising campaign will likely to boost those numbers even higher, and get Dave’s Hot Chicken the attention it deserves.
For the end, we leave you with a statement from Bill Phelps, Dave’s Hot Chicken’s CEO:
“Dave’s Hot Chicken will blow your mind! Every Tender is hot, juicy and spicy.”
