Church`s Chicken® Adds `Real` Ingredients to Latest Ad Campaign

New TV Spot Engages and Empowers Customers By Proclaiming `You Know What Good
Is`
ATLANTA--(Business Wire)--
Church`s Chicken today premiered their new advertising campaign expanding on the
marketing success of 2007`s `I Know What Good Is` brand initiative. The campaign
debuting today features real Church`s fans, a vibrant city landscaping and a
catchy urban remix of the popular `I Know What Good Is` jingle.

Church`s Executive Vice President and Chief Marketing Officer,Farnaz Wallace
said, "The creative approach naturally transitioned from casting actors to
finding real people who translate the same authentic quality found within the
neighborhoods where Church`s is proud to serve for over 57 years. Modifying the
latest ad campaign with a more direct stance, proclaiming `You Know What Good
Is` empowers the viewers - by acknowledging throughout the new campaign that
they truly know what good is."

Church`s, in collaboration with their Agency of Record, San Antonio-based The
Cartel Group, began casting for the "You Know What Good Is" campaign in
mid-December of 2008. Visiting local Church`s restaurants and interviewing
everyday customers, the creative team wanted to capture the new faces and
eclectic voices of the Church`s Chicken customer. With a strong innovative
marketing campaign, the brand successfully struck a synergetic cord with their
loyal consumer base.

"When we selected the brand fans, we immediately knew that this was an organic
fit for the new Church`s campaign," said Sean Salas, President and CEO of The
Cartel Group. "Their passion and enthusiasm for the brand gave them an
undeniable credibility and rapport with Church`s consumers. Throughout the
campaign, viewers will see a combination of the phrases `I Know What Good Is,`
`You Know What Good Is` and `Do You Know What Good Is?` which reinforces that
the campaign is empowering the consumer and engaging them to be proud of their
brand loyalty."

The brand`s steadfast commitment to value, family, fellowship and tradition
connects through the diverse yet inclusive personalities and stories that each
fan brings to the table.

In 2009, Church`s creative momentum has also translated into a new packaging
design, and the chicken chain also initiated the testing phase for crew
uniforms. The updated outfit combines urban flavor with contemporary
fashion-sense. Church`s restaged packaging comes in a simplified design and
utilizes Church`s `Goodisms` to deliver a straightforward connection between
consumer and product. The uniforms, currently being tested in the Atlanta and
McAllen markets, convey the brand`s energetic trademark colors and adds a
stylized flavor and eco-friendly touch with selected items made from recycled
materials.

"Every year Church`s performs in-depth consumer research to make sure the
brand`s marketing strategy and messages correctly align and remain relevant.
This year, three strategic pillars of value, family/fellowship and quality were
revealed, empowering the brand`s presence and message throughout the community.
Touting six years of consecutive positive same store sales growth articulates a
multi-cultural and cross-generational rapport among our consumer base in the
most authentic fashion which continues to position us in a `winning` league and
niche of our own," says Wallace.

With Church`s legacy of taking a "no-frills" approach to its advertising
strategy, messaging and product development, the brand has enjoyed continued
success of achieving six years of consecutive positive same store sales in
selling its high quality, great tasting fried chicken at an unbeatable value.

ABOUT CHURCH`S

Founded in San Antonio, Texas, in 1952, Church's Chicken is a highly recognized
brand name in the QSR sector and is one of the largest quick-service chicken
concepts in the world. Church's Chicken serves freshly prepared, high quality,
flavorful chicken and tenders with signature sides and hand-made from scratch
biscuits at low prices and differentiates from its competitors in care and
attention given in preparation of food, and is positioned as the Value Leader in
the Chicken QSR category. As of April 2009, the Church's system consisted of
more than 1,600 locations worldwide in 21 countries, with system sales
approaching $1.2 billion.

EDITOR`S NOTE: Harsha V. Agadi, President & CEO of Church`s ChickenHosts
Conference call for "Renewed Community Focus" on Tuesday April 28, 2009 @ 11 am
EST. Contact the Agency to sign up for the dial-in number and password.

m strategies inc., for Church`s Chicken
Kwesi Robertson, 214-741-2100
kwesi@mstrategiesinc.com
Twitter: @churchschicken

Copyright Business Wire 2009