Client: Chick-fil-A
Chick-fil-A is known for its culture and its people. A culture rooted in care shapes how Owner-Operators lead, how Team Members serve, and how restaurants show up in their communities, creating pride and consistency across the chain. As Chick-fil-A introduced its Fall 2025 seasonal menu, the opportunity extended beyond serving great food. Given the economic climate, there was an increased focus on driving business performance. By channeling shared purpose into local action, the campaign mobilized Operators and their teams as marketers, turning a limited-time menu into a meaningful business driver. Zeno partnered with Chick-fil-A to design and execute the 2025 Fall Rally, a four-week, Operator-led activation built to align restaurants around a shared purpose and enable coordinated local action. The communication strategy focused on building early awareness across the system, inspiring sustained engagement throughout the season, and reinforcing the role of local marketing in driving business results. Grounded in a marketing framework, the Rally brought the Pretzel Cheddar Club sandwich and Cherry Berry beverage platform to life while empowering Operators to activate locally and deliver strong sales performance at the restaurant level. The Fall Rally demonstrated how disciplined internal storytelling paired with Operator-led execution can drive measurable business impact. Over a four-week content takeover, Operator-focused articles, videos, and local marketing success stories reached 99 percent of the Operator community and generated nearly 40,000 unique views. This sustained engagement supported exceptional performance, with the Pretzel Cheddar Club becoming the highest-selling sandwich limited-time offer in Chick-fil-A’s history.
