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Project Overview
The Challenge
Lowes Foods, a grocery chain headquartered in Winston-Salem, NC, with locations across North Carolina, South Carolina, and Virginia, sought a way to spotlight their well-loved chicken offerings—fried chicken, wings, rotisserie, and all the fixin’s. Partnering with Wildfire, they introduced Chicken Kitchen, an engaging in-store experience that transformed chicken from a basic offering into a must-have meal for any day of the week. With playful Southernisms, unique signage, eye-catching packaging, and lively in-store experiences (including hosting the Chicken Dance several times a day), Chicken Kitchen appeals to both adults and kids. Custom packaging, designed to break the frame, reinforces the fun and irresistible charm of the brand. The result? A 120% increase in chicken sales, with overall basket sizes increasing by 7% and transaction volumes by 23%. This success helped Lowes Foods shift from closing stores to renovating 2.5 million square feet of retail space and building an additional 1.5 million square feet of new space. Chicken Kitchen truly became a place worth crossing the road for!
Campaign Components
- Consumer Research
- Brand Identity
- Packaging Design
- Point of Sale
- Environmental Design
After Wildfire’s Chicken Kitchen rollout, chicken sales increased 120%! As a result of the overall Originals branding initiative, Lowes saw a basket size increase of 7% and transaction volume increase of 23%. Lowes Foods went from shutting doors to renovating 2.5MM square feet of existing retail space and building 1.5MM square feet of new retail space.
