The out-of-the-bucket idea did its job: The effort helped fuel record-breaking sales for the chain's second quarter, reaching $5 billion in digital revenue. The flower/chicken combo drove 1.8 billion earned impressions and 180 earned media stories and was featured on James Corden’s CBS late-night talk show. “He picked it up and just started sort of riffing on how amazing it was,” Denekas said.
According to Denekas, that moment represents what the agency tries to do with all of its work. “The work that we try to do, we really focus on making sure that it's relevant, and that it talks to culture in new and interesting ways, and ultimately creates this moment of delight and surprise,” he said.
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But perhaps more importantly for the agency, it became a breakout moment. Basic/Dept is known "for amazing digital experiences and e-commerce experiences," said Asher Wren, VP of growth at the agency. "But this gave us a chance to take the creativity that our team has and bring it into sort of more traditional territories."