Chick-fil-A is taking the time to remind fans what is truly important this holiday season. And no, it’s not, in fact, waffle fries.
A survey commissioned by the restaurant chain found 93% of respondents said quality time was the most important thing needed to create positive holiday memories and 73% of respondents wished they had more quality time with those they care about. Chick-fil-A took these results and created its new ad campaign, Time Shop, featuring a two-minute animated film and a pop-up shop in New York City—all centered around the gift of “together time” during the holidays. Currently, Chick-fil-A has one of the largest Instagram communities according to a Gartner L2 report. Ironically, Instagram and other social media platforms are the top activity survey responders were willing to give up to spend more time with loved ones.
In addition to the commercial, the company created a Time Shop website that allows fans to create and gift custom time cards to loved ones. The cards can be personalized to include a “together time activity” such as decorating gingerbread houses or playing board games with the loved one the card is addressed to.
Fans lucky enough to visit the Time Shop pop-up in Manhattan will experience the two-minute film in real life by visiting “time” rooms including Story Time, Play Time, and Snack Time; a special fourth room—Giving Time—allows guests to custom create their own cards. Although the shop is run by Chick-fil-A—and is closed on Sundays like all of the chain’s restaurants—guests can not order food at the location, although samples of the brand’s new Peppermint Chocolate Chip Milkshake will be available.
Chick-fil-A hopes fans will make the most out of this holiday season by taking the time to create cherished memories with those that matter most. While many food brands use the holiday season to only release special food products, Chick-fil-A has decided to gift time rather than chicken sandwiches. As such, time will tell if this proves to be a successful move for the company.