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Gen-X, Millennial Media Opps: Church's Texas Chicken hires CEO, loses marketing leader (Score 43)

year, Claudia Lezcano, stepped down in June. These DM shifts will affect both Church's marketing strategy and agency roster, so keep an eye on the fast-food chain. 

Per Pathmatics, Church's earned 203.3m impressions YTD through Instagram ads (56%), Facebook ads (38%), desktop video ads (5%), mobile display ads (1%) and desktop display ads (1%). It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, tmz.com and elnuevodia.com. It spent around $1.6m on digital display ads YTD, a 16% decrease from $1.9m spent in this channel during the same time period of 2021. Full-year spend equaled $2.4m in 2020 and $2.6m in 2021. 

According to iSpot, Church's spent $169.1k on national TV ads YTD, a 64% increase from $103.2k spent in this channel during the same time period of 2021. Full-year spend fell by 50% from $363.1k in 2020 to $183k in 2021. This year, it placed ads during programming such as CBS News Dallas-Fort Worth at 11A, Judge Judy, Dr. Phil, SportsCenter and Access Hollywood. 

Sellers-- Church's appears to be targeting Gen-Xers and millennials. The chain utilizes national TV and digital display ads to reach these consumers. Church's also invests in OOH, radio and local broadcast TV ads, per Kantar. Please click here to use Church's location finder to see where you may be able to provide local ad space. I do expect to see a few changes to the company's strategy following the recent leadership changes. Sellers should reach out for more information about what types of ad space Church's wants to utilize in the future. 

Agency & martech readers-- Get in touch to see if you can pick up any of Church's business because the recent DM shifts could lead to agency reviews. You will face competition from creative AOR KFC.