CAMPAIGN CONCEPT & DEVELOPMENT

Century Hospitality Group owns half a dozen concepts in Edmonton. One of these restaurants, MKT, was bringing something new to Edmonton and wanted to introduce it with a bang. Chicken arms (exactly what they sound like) are a relatively new addition to the pub scene, and MKT wanted everyone to know that arms beat wings every time.

Everyone’s familiar with the line, “Bro, do you even lift?” That’s how Bro Chicken was born. He’s the everyman’s guide to eating like you mean it, without bothering with those sissy wings. We pushed the campaign’s macho feel even further with workout-related taglines like “Feel the burn,” “Don’t forget to stretch,” and “Size does matter.”

See my work at www.mktarmday.com