Nashville Coop

Spicy Confessions

Main Idea

This campaign is all about sharing the uncomfortable and making life less boring. We’re serving up questions as intense as Nashville Coop’s spices and transforming an average hot chicken meal into a shared social experience.

Problem

Nashville Coop is lost in a crowded market and isn’t perceived as the most relevant or leading hot chicken brand in the Midwest.

Consumer

Our consumer is a 20–26-year-old, food-curious city resident stuck in a repetitive 9–5 routine who craves bold, memorable meals and hidden-gem restaurants with experiences worth sharing.

Insight

Nashville Coop lied. They have a confession to make about their name. They are not actually from Nashville. Their bold flavors come straight from Ethiopia.

Social

Online Game

The Spicy Confessions Game is an online conversation starter with provoking questions that encourage players to share surprising or slightly personal truths, pushing them beyond typical small talk.

The game can be played digitally through a QR code at Nashville Coop tables or social posts.

Meal Packaging