$2 million in charcoal chicken.
Australia’s Lebanese charcoal chicken restaurant, El Jannah, is giving away 100,000 whole charcoal chickens complete with its garlic sauce nationwide in a campaign via Emotive.
"This initiative was designed to balance brand storytelling with measurable performance outcomes, we wanted to make March legendary,” said El Jannah’s chief marketing officer, Adam Issa.
“This is about rewarding our community, driving trial at scale and reinforcing what makes El Jannah iconic, which is our charcoal chicken and mouth-watering toum (garlic sauce).
“Emotive’s creative taps into culturally recognisable truth, that no grandmother would ever approve of giving away this much food. By dramatising that tension, they were able to spotlight the scale of the offer in a way that feels authentic to the brand.”
Customers can redeem a free whole chicken by downloading the El Jannah app, and join the Legendary Rewards program. Existing app users can also score a free chicken by referring friends and family.
The fully integrated rollout spans earned, social, digital, in-store and owned channels, with the Taytas acting as the connective creative thread across all touchpoints.
Paid performance agency Magic played a role in scaling the campaign across digital channels, driving reach, efficiency and app growth.
“When El Jannah told us how much charcoal chicken they were giving away in a week, we genuinely thought they’d made a typo,” said Emotive head of earned creative, Jess Cluff.
“So we wanted to lean into that and who better to do it than the ones who lovingly scold us and warn us against silly decisions - a bunch of no-nonsense, straight-talking grandmas? Working with real Taytas was also a clever way to stand out and fight through deal fatigue on social.”
CAMPAIGN CREDITS
Client: El Jannah
Chief Marketing Officer: Adam Issa
Brand Manager: Kyrstal Cook
Integrated Communications Director: Rhania Farah
Culinary Development Manager: Cindy Flores
Community Marketing Specialist: Sandesh Thapa
Graphic Design Manager: Tara Khoury
Performance Marketing Lead: Ming Yao
Senior CRM & Loyalty Manager: Mary Jane Estrada
Social Media Coordinator: Calista Tjopurtra
Creative & Production: Emotive
CEO: Simon Joyce
Chief Creative Officer: Gavin Mcleod
Head of Earned Creative: Jessica Cluff
Strategy Director: Praveen Vaidyanathan
Account Director: Ruki Ahad
Senior Producer: Cate Hartmann
Director: Jessica Cluff
DOP: Elliot Toms (Oddity)
1st AC: Alec Tanner (Oddity)
Editor: Elliot Toms (Oddity)
Media: Magic
CEO: Shahram Ghaffurian
