The Big Switch Off

Transforming operational challenge to seamless growth story

What happens when the biggest quick service restaurant decides to turn off delivery services on the biggest food delivery platform in the country? Chicken Republic had decided to turn off services on Jumia Food, a platform responsible for up to 60% of its online revenue. We faced a monumental challenge: how to seamlessly migrate over 80,000 existing customers to the new platform in just 3 months, all while driving 160,000+ incremental orders.

Chicken Republic, powered by Seafood Okra’s in-house capacity, made a spectacle out of the switch, turning what could have been an operational nightmare into an online love story between the brand and two of Nigeria’s most reliable food delivery services, Chowdeck and Glovo.

A Multi-Channel Awareness Campaign

We developed an integrated awareness campaign focused on creating buzz and encouraging customers to order Chicken Republic on Chowdeck and Glovo. The rollout consisted of four phases, utilising provocative and engaging social media campaigns, PR stunts, digital and traditional ads, influencer partnerships and more.

Hard-Hitting Social Media Call-Outs

The campaign opened with a rogue social media phase intended to stir controversy and get people talking. Chicken Republic subtly called out the Nigerian government with the mantra “Every citizen must collect” for backtracking on financial aid promised to 12 million low-income families. The brazen approach was consistent with the new tone the brand was adopting.

This was rolled out in-store and digitally over a 8-week period. First, We shocked customers with a 2-hour free food flashmob and drove the internet agog as citizens trooped out en masse to “collect” their own, reinforcing the populist message that “every citizen must collect” what they’re owed. Photos and videos of the stunt went viral, even getting picked up by national television stations and blogs organically.

Building Up the Hype

We also launched an online race called “We declare”, to excite customers and get the conversation about the Chicken Republic x Chowdeck partnership. This race saw an addition of 1,662 new followers to the brand’s Twitter account in less than 7 hours.

From YouTube bumper ads to larger-than-life outdoor pots to a spoof social video, Chicken Republic kept the momentum building with smile-evoking content. Meanwhile, our hidden army with a combined reach of over 1 million fans and followers continued to extend the campaign’s reach and shaped perception.

For the first time in a long time, Chicken Republic trended number 1 on the trends table, with a conversation sparked and controlled directly by the brand itself. And customers now know where to order Chicken Republic, reducing delivery-related customer complaints to less than 1.1% of online complaints.

Our Results

1st

Top of the Nigerian trend table three days consecutively

23k

Likes

10k

Link Clicks

Earned media on national television and blogs.

4.5mil

Organic Impressions

The

Big

Switch

Off

The Big Switch Off

Chicken Republic: One for Two

SeaFood Okra