Campaign Overview
I had the opportunity to work on concepts for Chick-fil-A’s TikTok debut. I created an interactive campaign titled “What Sauce Are You?” This concept plays on the popularity of Chick-fil-A’s signature sauces by inviting users to “pause to find your flavor.” With seven colorful sauces rotating quickly on screen, this simple instruction builds anticipation and encourages viewers to engage directly with the post, creating a memorable first impression.

“Pause” was intentionally chosen over “tap” because it aligns with TikTok’s interactive culture, where users often pause videos for quizzes and other interactive content. This clear call-to-action guides viewers to focus on the cycling sauces to reveal their flavor, boosting engagement while leveraging TikTok’s algorithm, which favors content that retains attention. The game-like approach taps into the platform’s interactive nature and rewards users with a unique flavor reveal if they participate.

Experiential Tie-In
To further connect the digital experience with physical brand touchpoints, the Chick-fil-A Sauce Collection in the merchandise store could feature this campaign theme, enhancing the “find your flavor” concept across both virtual and tangible experiences. By emphasizing the individuality of each flavor through merchandise, the campaign highlights how everyone has their favorite.