Restaurant chain El Jannah is launching a national campaign to give away 100,000 charcoal chickens in a $2m investment in brand and loyalty.
The multi-channel campaign with creative agency Emotive puts three Lebanese-Australian grandmothers, or Taytas, at the heart of the story.
The Taytas express disbelief at the offer, which both reiterates the magnitude of the offer while reinforcing El Jannah’s Lebanese family roots and heritage.
El Jannah’s CMO, Adam Issa said, “This initiative was designed to balance brand storytelling with measurable performance outcomes. 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” Issa said
Emotive’s head of earned creative, Jess Cluff, said “When El Jannah told us how much charcoal chicken they were giving away in a week, we genuinely thought they’d made a typo.
“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,” Cluff said.
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.
Customers can redeem a free whole chicken by downloading the El Jannah app, and joining the legendary Rewards program. Existing app users can also score a free chicken by referring friends and family.
