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Culver’s commercial targets Millennial mothers

Ad focuses on chicken-sourcing practices

Quick-service burger chain Culver’s has launched a new commercial targeting Millennial mothers to promote its three chicken sandwiches. 

The 30-second spot features Culver’s co-founder Craig Culver and his daughter Brittany, a Millennial mother of two children, touring Springer Mountain Farms in Georgia and speaking with the farmer about the low-stress environment and high-quality feed the chickens on the farm have.

In a release announcing the ad, which highlights the chain’s grilled chicken, crispy chicken and spicy crispy chicken sandwiches, Culver’s said that Millennials “value easy, customizable meals and transparency about the quality of the food they’re eating.” 

It also points out that mothers control the majority of their families’ purchases.

Culver’s vice president of marketing Julie Fussner said the spot was intended to put mothers at ease about eating at the chain.

“Like Brittany, I’m a mom who feels the great responsibility of making the right choices for my family,” she said in a statement. “Our goal with this spot was to share some of the very real questions moms have and show guests that they can feel good about eating our chicken.”

Culver’s was an early adopter of increasingly popular chicken sourcing practices, having switched to American Humane Certified birds in 2011. Its chicken is also raised without antibiotics and fed a vegetarian diet. 

The chain based in Prairie-du-Sac has more than 650 locations in 24 states.

Contact Bret Thorn at [email protected]

Follow him on Twitter: @foodwriterdiary

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