Churchs campaign starts

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Churchs Chicken, Atlanta, today breaks its first campaign from Cliff Freeman & Partners, New York, which won the creative portion of the chain's $15 million account last month. The effort for the nation's second-largest chicken chain includes three TV :30s to air in 40 spot markets, plus radio and print., that will run through the first quarter of next year. The ads play up the homemade appeal and convenience of Churchs fried chicken and carry the theme "Made from scratch right before your eyes." One spot shows a grandmotherly type who burns down her house in her struggle to make chicken from scratch. "It's reinforcing what the brand is all about," said Brad Haley, chief marketing officer.

Copyright September 1999, Crain Communications Inc.

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