Serving Up Wins for Chicken Salad Chick

We set out to make Chicken Salad Chick the undisputed game day choice. Our multi-channel playbook mixed smart media planning, market-specific creative, and sharp data analytics to boost visibility, clicks, and sales, both online and in-store, right in the middle of tailgating season.

Streaming

Media Planning + Buying

OOH

Tailgating with The Chick

From stadium screens to social feeds, we turned Chicken Salad Chick into a game-day staple. Our placements blended fun, food, and fandom, reminding hungry fans that no tailgate spread is complete without it.

What We Did

Tailgate season turned into sales season

Chicken Salad Chick needed seasonal momentum during tailgate season. Bloom built a marketing campaign around regional pride, ensuring the brand resonated in the right markets with tradition-fitting creative.

How We Did It

SEM & Social — YouTube and search ads tied to tailgating keywords, plus Facebook and Instagram ads spotlighting game day menu items.
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Pinterest — Used Promoted Pins and Idea Pins to inspire catering ideas for sports events.
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Programmatic Display — Applied first-party data for lookalikes and retargeting across premium publishers.
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TV & CTV — Premium sports content placements, including Full Episode Player inventory.
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Out of Home (OOH) — Static and digital boards within 1–5 miles of target store locations.
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Radio & Streaming Audio — Broadcast offers and game day messaging on local radio and streaming platforms.
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Direct Mail — Sent targeted households premium mailers with tailored offers to drive visits.
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Table with a football-themed spread of chicken salad, dips, croissants, and sides arranged for Game Day.

Tailgating by the Numbers

201%

Increase in impressions, expanding brand visibility during the campaign.

235%

Increase in clicks, driving more traffic to online ordering and store info.

140%

Revenue lift from campaign-driven sales.

33%

Increase in return on ad spend (ROAS), maximizing the impact of media investment.

Localized Creative Execution

Instead of blasting the same message everywhere, we built campaigns that felt like they belonged in each market. Whether it was leaning into local sports calendars, nodding to hometown fan bases, or tapping into regional dining habits, every ad spoke the language of its community. The result: content that felt less like marketing and more like part of the culture.

Full-Funnel Activation

Our strategy didn’t stop at awareness. We designed a full-funnel presence that carried customers from first impression to final order. Top-of-funnel campaigns pulled in casual browsers, while retargeting and conversion-focused ads turned them into ready-to-buy customers. No matter where someone entered the journey, we made sure Chicken Salad Chick stayed top-of-mind until the meal was on the table.

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