At Fish, we stress strategy above all else. Brands that conduct campaigns with a purpose are always more successful, and strategy must show in every move a company makes. So when Chicken Salad Chick decided an overarching goal was to position itself as a brand for mothers, we knew right away that the perfect holiday to focus a campaign around was Mother’s Day. In order to celebrate their targeted and largest audience, Chicken Salad Chick chose to give away chicken salad to all moms on this special day.
A giveaway is always fun to promote and a win-win for any brand, but just because a giveaway can be done, doesn’t always mean that it should be done. Chicken Salad Chick is a relatively young brand, making it ever important to ensure they stay in-line with their voice, roots and goals while in the midst of incredible growth. The Mother’s Day giveaway, while on the surface might seem like a basic idea, was thoroughly thought out and perfectly executed.
Because Chicken Salad Chick chose to tie 
their day of appreciation to Mother’s Day, the promotion was included in a myriad of national news outlets, including Parade, TIME/MONEY, Fox News, Kiplinger, Entrepreneur, About.com and Business Insider. This level of national coverage can position a brand in a positive light while also introducing the brand to new consumers who may not have heard of the concept before. While owners tend to focus on the price of giving away their goods, the benefits of a strategically planned giveaway far outweigh the cost.
