NEXT, LET’S LOOK AT

THE BR ND A
It’s simple, really. Raising Cane’s
spreads love through food.

RAISING CANE’S SOCIAL RFP

 THAT MEANS WE —

Make the best chicken fingers on Earth.

RAISING CANE’S SOCIAL RFP

 THAT MEANS WE —

Never compromise on quality.

RAISING CANE’S SOCIAL RFP

 THAT MEANS WE —

Work with a sense of purpose.

RAISING CANE’S SOCIAL RFP

 THAT MEANS WE —

Appreciate chicken finger meals, crew, community, and culture.

RAISING CANE’S SOCIAL RFP

WE HAVE ONE LOVE.
AND ON SOCIAL, ONE LOVE MEANS —
We love To have fun.
ON SOCIAL —

We're a littlE funnier.

We dial up the disco ball.
WE SPEND A LITTLE LESS TIME
SELLING
 And
More
Time

ENTERTAINING.
We still put love in the window.
👀 THE WINDOW just looks a little different. 👀
 Fun-Loving.
BIG-hEARTED.
A PINCH OF THE ABSURD.
We’ll build on the existing Raising Cane’s social voice.
 And when we're spreading one love?

we have four audiences to consider.

 Four audiences. Four different goals.

Unique content for each.

Caniacs Crewmembers Community New Customers

Deepen our Make them proud to To connect in a Find them. And win
connection and be a Raising Cane's meaningful and them over. With an
inspire still more Crewmember and sincere fashion with appeal to what makes
loyalty. boost their passion. an emphasis on our chicken different
philanthropy. and better.
And more visits to 

our Restaurants.

RAISING CANE’S SOCIAL RFP

 NEXT UP —

THE CH LLENGE
A
We got *pretty* excited about one of
the creative challenges.

RAISING CANE’S SOCIAL RFP

RAISING CANE’S SOCIAL RFP
 Four audiences. Four different goals.

Unique content for each.

Caniacs Crewmembers Community New Customers

Deepen our Make them proud to be a To connect in a
connection and Raising Cane's meaningful and Find them. And win them
inspire still more Crewmember and boost sincere fashion with over. With an appeal to what
loyalty. their passion. an emphasis on makes our chicken different
philanthropy. and better.
And more visits to 

our Restaurants.

RAISING CANE’S SOCIAL RFP

So we set out last week to create a
campaign for National Chicken
Finger Day.

RAISING CANE’S SOCIAL RFP

And then…we accidentally made
pretty much the entire campaign.

RAISING CANE’S SOCIAL RFP

 BTS BTS BTS
that doesn’t give away our concept
(Like we said, we got a little over-excited.)

RAISING CANE’S SOCIAL RFP

IN 96 WHIRLWIND HOURS, WE CREATED —
- A campaign launch film
- Social-first cutdowns
- Crewmember celebrations
- Community sponsorships
- A suite of GIFs
- Tweets galore
- A PR-able stunt
- Swoon-able swag
- And a sweepstakes wrapper

RAISING CANE’S SOCIAL RFP SUMMER 2019

 This is not *the* answer.
This is one answer that shows how we work.

RAISING CANE’S SOCIAL RFP

 NEXT UP —

CREATIVE 

AP ROACH
P
 This isn’t just a day to get a free chicken finger.
National Chicken Finger Day is a rallying cry for Caniacs
everywhere. Not a day you “engage” with but a season you train for.
Like our Super Bowl, World Series and NBA Finals rolled into one,
this is a chance to come together as Caniacs and cheer
unabashedly for Team Chicken Finger.

RAISING CANE’S SOCIAL RFP

 Let’s use the language of sports heroics, the visual tropes of
our favorite ‘80s training montages, and a healthy dose of big-
hearted fun to make this day unmissable (and un-unsharable
on social). And, of course, full of One Love.

RAISING CANE’S SOCIAL RFP

OKay. So WHAT DOES THAT LOOK LIKE?

RAISING CANE’S SOCIAL RFP

Caniacs, listen here.
First, let’s talk about what this isn’t.

This, my friends, is not just another fake, made-for-social-media

“holiday.” (#NationalSiblingsDay we’re looking squarely at you.)

No, Caniacs, this is our moment. This is something we wait all year for. This is why we eat,
each and every day. This is why we put 110% into each and every Perfect Box. This is what
the training has been for.

Caniacs, this is the day that we show that our heart beats for only one love. That Cane’s
sauce runs through our very veins. That an always-fresh-never-frozen chicken finger isn’t
just food: it’s a gift. It’s love, breaded-and-fried, just so. It’s a trophy to raise triumphant
above your head.

This, fellow Caniacs, is the day we make Todd proud. 

This is National Chicken Finger Day. 

And we came to win.

This isn't just one day.
It's a whole season.

RAISING CANE’S SOCIAL RFP

 CANIACS COMMUNITY

NATIONAL CHICKEN FINGER DAY: THE WHOLE SEASON CREWMEMBERS NEW CUSTOMERS

INTRO 2 WEEKS OUT 1 WEEK OUT THE WEEK OF THE WEEK AFTER

Intro Hero

PR-able Stunts

UGC Features

Sweeps Giveaway

Todd’s Rallying Cry

Crewmember Highlights

GIFs

Training Montage Videos

Little League Sponsorships

Prospecting for New Caniacs

The campaign will have four main components —

RAISING CANE’S SOCIAL RFP

 CANIAC 
 SWEEPS 
 TODD & CREW COMMUNITY
CONTENT & UGC FEATURES SUPPORT
 CANIAC 
 SWEEPS 
 TODD & CREW COMMUNITY
CONTENT & UGC FEATURES SUPPORT
Fun, campy faux-workout Share a picture of your training Todd might give a pep talk in Raising Cane’s is always
content featuring our hero regimen on social for a chance anticipation of the big day, and involved with the Community,
getting ready for NCFD, to win covetable swag, and we’ll feature real and this holiday will be no
coached by a real maybe even the grand prize: Crewmembers throughout the different, offering a fun
Crewmember. unlimited Cane’s for a year. campaign. opportunity to support
children's sports.
We’ll start by introducing the campaign —

RAISING CANE’S SOCIAL RFP

WE’LL MEET A HERO WITH A HEART OF GOLD(EN BROWN BIRD).
We’re introduced to a Caniac who will stop at nothing to be ready for
National Chicken Finger Day. Throughout the campaign we’ll meet him
again and again as he encourages us to stay focused on NCFD.

RAISING CANE’S SOCIAL RFP

We’ll use a tried and true technique:
give people a thing they really want.

RAISING CANE’S SOCIAL RFP

In this case, very, very cool Cane’s swag.

RAISING CANE’S SOCIAL RFP

 We’ll ask Caniacs WE’LL GIVE CANIACS

…to share how …a chance to win

they’re training for our extremely
NCFD. lovable swag.
WHY WILL IT WORK?

They’re already sharing. So

let’s give them a real incentive
to add some fuel.
We'll CELEBRATE a winner every week.
And our biggest fan will get something extra special.
LIKE, FOOD-
FOR-A-YEAR
SPECIAL.
One true MVP — the big winner –  will bring
home a literal trophy. The cool part? Our trophy
looks like a gold-plated “to go” box. And we’ll fill
up your trophy with delicious chicken fingers
every time you bring it into a Restaurant for one
calendar year.
Our everyman will encourage our
audience to get ready.

RAISING CANE’S SOCIAL RFP

We’ll tease NCFD on Instagram Stories —

RAISING CANE’S SOCIAL RFP

We’ll make it easy for our
audience to share their
own stylized training
photos with friends and
fellow Caniacs.
We’ll make it easy for our
audience to share their
own stylized training
photos with friends and
fellow Caniacs.
We’ll pump up Caniacs on Twitter…

RAISING CANE’S SOCIAL RFP

Reason No. 237 why National Chicken Finger Day is better than your
birthday: Instead of getting a year older, you get a free chicken finger.
#OneLoveOneDay
Save the date, Caniacs. #OneLoveOneDay

When they tell you National Chicken Finger Day “isn’t something you 

train for.” #OneLoveOneDay
When you wake up and it’s finally July 27th #OneLoveOneDay
And we’ll continue to share training content…

RAISING CANE’S SOCIAL RFP

And we’ll target Caniacs near a Restaurant in real
time, encouraging them to visit.

RAISING CANE’S SOCIAL RFP

Partway through the campaign, Todd will
rally the Crewmembers —

RAISING CANE’S SOCIAL RFP

RAISING CANE’S SOCIAL RFP
“TODD’S RALLYING CRY” 0:45

Todd stands in the center of what appears to be a locker room surrounded by Crewmembers
looking up to him.
TODD: Gather up, Crew. Take a knee. As you know, the big day is coming up
and —  

Cut to a Crewmember, Beth, confidently nodding in total lock-step with her boss.
BETH: Tuesday!

Crewmembers cheer triumphantly.

BETH: Tuesday's a big day, because everyday is a big day at Raising
Cane’s.

Encouraging but lightly redirecting.

TODD: Love the energy, Beth, and you’re not wrong, but I’m actually
referring to National Chicken Finger Day which — 

Reggie nodding, earnest.

REGGIE: Message received, Todd. At Raising Cane’s, *everyday* is National
Chicken Finger Day.
TODD: That is so right, Reggie. So right. Except in this precise instance
there is also a literal National Chicken Finger Day. On July 27th.

Crew cheers, fully on board. Todd begins to pace. Orchestral music swells.
TODD: This day — this whole season — will go down in Chicken Finger
History. This is what all the boxes, all the focus, all the love is about…
“TODD’S RALLYING CRY” 0:20

Music grows further dramatic. We cut to a close up. It’s pin-drop quiet, the crew fixated on Todd’s
every word.
TODD: This is our moment, you guys. When we’re old and grey, sitting
beside the fireplace, disco ball spinning softly in the waning light, we
will think of this day. This season. This chance at greatness, seized.

Crew members throughout the room nod in unison.

TODD: We will think of a perfect box of perfect chicken fingers and we
will know that we will be remembered. Are you with me?

Uproarious cheers.
TODD: How many loves do we have?
CREW: ONE LOVE! 
TODD: How many chicken fingers per box?
CREW: BETWEEN FOUR AND SIX!
TODD: What day is National Chicken Finger Day?
CREW: EVERYDAY!
TODD: Yes annnnd also July 27th!
SUPER: Show us how you’re preparing for National Chicken Finger Day for a
chance to win swoon-worthy Caniac gear. #OneLoveOneDay
And we'll feature local Crewmembers as
the heroes we know they are.

RAISING CANE’S SOCIAL RFP

CREWMEMBER
HIGHLIGHTS
We celebrate our Crewmembers. Who knows,
maybe that’s why we’re consistently ranked one
of the best places to work. Either way, that
celebration will manifest in our campaign
through content highlights that give our team
players nationwide the MVP treatment.
We’ll also show our support for local
summer sports.

RAISING CANE’S SOCIAL RFP

 Hey @Raising_Canes come support the Little Dippers of
Lancaster, Ohio! Our teams already share so much in
common ❤💛 #CanesSauce #OneLove
COMMUNITY SUPPORT:

NO LEAGUE
TOO LITTLE
We are a brand that goes all in. That’s
why on July 27, we’re going to tailgate a
host of little league baseball games with
an enthusiasm that’d make you think it
was the World Series. And because we
can’t stop there, we’ll also sponsor a
high school football team practice.
And build a made-for-social stunt.

RAISING CANE’S SOCIAL RFP

THE CANE-BNB
There’s living the brand, and then there’s living
in the brand. To make the latter a reality, we’ll
give one lucky Caniac the opportunity to rent a
completely Cane-ified apartment in Baton
Rouge, complete with artifacts like the original
disco ball, velvet Elvis, and One Love signage.
Made bookable on AirBnB for one day only:
National Chicken Finger Day.
We might even write our own fight song.

RAISING CANE’S SOCIAL RFP

“THE CANAIC CRY”

Hail mighty chicken finger,

You’re first in our hearts
Dip your way to victory,
And know we’ll never part.

Disco balls and salmon fish,

And dear old RC-Three
We raise our sauce in deference,
And give our ONE LOVE to thee!


NEVER FROZEN! ALWAYS FRESH!
CHICKEN FINGERS ARE THE BEST!
And the training montage? It's not just one
video. It’s endlessly extensible.

RAISING CANE’S SOCIAL RFP

So. Many. GIFs!
ONE IN EVERY 10 SEARCHES ON THE INTERNET IS FOR GIFs.

RAISING CANE’S SOCIAL RFP

SO LET’S PROVIDE BRANDED GIFS.

Enough to populate Raising Cane's Chicken Fingers

@raisingcanes
our very own Giphy
page — which we
highly recommend.
 And a slew of social posts.
Built for every platform.

16X9 FOR YOUTUBE 1X1 FOR IN-FEED 4X5 FOR FACEBOOK 9X16 FOR 

INSTAGRAM AND INSTAGRAM ADS IG STORIES
And remember, this
content is only for our
Caniacs. Our awareness
audiences will see master
brand content like this.

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