Church’s Texas Chicken taps Project Pat, Lil’ Lucky for music-driven campaign

Church's Texas Chicken is using hip-hop to strengthen its cultural connections with consumers through "Chickahhhn," an original song and music video featuring Memphis rap legend Project Pat and rising rapper Lil' Lucky. Fans can catch the premiere of "Chickahhhn" featuring Project Pat and Lil' Lucky on Church's YouTube channel beginning Oct. 27.

The company said in the release that the track reimagines Project Pat's 2001 hit "Chickenhead" with a Church's-inspired twist, sparked by Lil' Lucky's version of the song shared on social media. The post caught the attention of Project Pat and the chain's creative agency, Brunner, leading to the collaboration, according to the release.

"At Church's, bringing people together is an important part of our DNA, and that goes beyond the food we serve. We're committed to showing up for our local communities and creating experiences that bring people together," Roland Gonzalez, CEO of Church's Texas Chicken, said in the release. "Music is a powerful way to connect with people and celebrate the culture that makes our communities special. Partnering with Project Pat on 'Chickahhhn' helps us take the connection to another level."

The campaign builds on Church's broader strategy of connecting with fans through music and cultural relevance, following a recent Chicago activation featuring rap artists Juvenile and Mannie Fresh.