LOOMIS Campaign for Golden Chick Scored 96% Brand Recognition in Pre-Test

Sep 23, 2026

"Gimme That Golden" is the Texas chicken chain's boldest campaign to date, built to stand out in an increasingly crowded category

Dallas, TX (PRUnderground) September 23rd, 2026

The LOOMIS Agency's new creative platform for Golden Chick, "Gimme That Golden," scored 96% brand recognition in pre-launch creative testing, giving Golden Chick Chief Marketing Officer Howard Terry confidence that the campaign would be a success.

Golden Chick is not the biggest brand in an increasingly crowded chicken category. Founded in 1967, the Texas chain has grown deliberately rather than loudly, closing 2025 with a record number of openings and just under 250 locations: a nearly 9% year-over-year increase according to Technomic data.

That is a challenger position, and LOOMIS built the campaign with that in mind.

The work. "Gimme That Golden" leads with craving rather than category comparison. The launch spot shows younger consumers enjoying Golden Tenders® and sauces across a variety of settings, loading the frame with branded details: a golden Jeep with a "Gimme" personalized plate, sports fans cheering with golden pompoms and confetti, a golden "GC" tooth gem. The brand's long-standing jingle was modernized by Grammy Award-winning sound engineer Tre Nagella, pulling the recognizable sing-out mnemonic forward from previous campaigns.

Keeping that essential brand element was a strategic decision. Many legacy brands chasing a younger audience discard the equity they spent years building. Golden Chick did the opposite: retaining an element longtime fans recognize and building a new platform around it.

"When a brand needs to appeal to a younger audience, the instinct is to erase everything that made it familiar," said Tina Tackett, executive creative director at The LOOMIS Agency. "Instead, we evolved our memorable singout, embedding it in a new, more current music track that has real staying power - it's an earworm on overdrive."

The relationship. Golden Chick brought on marketing veteran Howard Terry in 2015, and he hired the agency shortly afterward. LOOMIS has now worked with Golden Chick for over a decade.

"Gimme That Golden" launched in June 2026 and runs alongside a sharpened focus on digital and social channels, as well as a new loyalty program aimed at younger guests.

About The LOOMIS Agency

LOOMIS is a leading challenger brand agency based in Dallas, specializing in campaign development, digital, social, mobile, and user experience. As part of Meet The People, an international network of independently operated agencies, LOOMIS offers clients access to specialized talent, technology, and capabilities across the network.

For more about challenger branding, advertising and marketing, leadership, culture, and other inspirations, visit TheLOOMISAgency.com.