Chick-A-Boom 'ruffles feathers' with first non-binary mascot in rebrand

Minor Food’s The Pizza Company has refreshed the brand identity for its Chick-A-Boom pop-up stores and home delivery offer. The Pizza Company's new symbol is a non-binary mascot named Chickira and celebrates the inclusiveness and diversity of contemporary Thai youth culture and expresses the story of a brand where everyone is welcome.

It worked with Superunion for concept and name creation, brand identity, and in-store experience design. According to The Pizza Company, the launch of the Chick-A-Boom brand and Chickira was a deliberate move to disrupt the saturated fast-food category dominated by Western brands.

Chickira celebrates the diversity integral to contemporary youth culture as they shake their way into the hearts and minds of the Thai nation. Meanwhile, Chickira was most recently seen at Bangkok Naruemit Pride joining the movement in support of the LGBTQ community. MARKETING-INTERACTIVE has reached out to Superunion for further information.

Kittichet Sathitnoppachai, Minor Food's assistant vice president, explained that Thailand has a vibrant and vocal LGBTQ community, and a reputation for its awareness of gender, inclusivity, and equality. Chickira was created to "ruffle feathers" in the fast-food category and change the game among traditional fast-food mascots, most of which are "predictable, male and tired".

"Chickira captures a distinct personality of the Chick-A-Boom brand, aimed at inspiring and connecting with the next generation and encouraging them to be themselves, enjoy life and live with confidence, celebrating self-love and a free spirit. We tasked Superunion with developing a brand and mascot that are big, bold and utterly unforgettable and it’s safe to say they delivered that in spades. The new brand identity along with Chickira has worked perfectly in-store and equally translates seamlessly into the digital space as we look to expand our presence," he added.

Korrakot Kulkraisri, Superunion Thailand's senior brand strategist, explained that the fast-food landscape in Thailand has taken an enormous hit from the pandemic. Brands not only need to constantly present themselves online and provide seamless in-store experiences, they also have to actively reach out to customers in ways that are meaningful to their lives.

"Superunion’s core purpose when building brands is to find ideas that create positive and impactful change, and we are proud to bring this energetic brand and larger-than-life Chickira to Thailand – a symbol of openness, inclusion, fun and love,” Kulkrasri added. 

Chick-A-Boom is known for its sauce and crispy fried chicken and has launched 15 popup stores across the country in an experimental "shop-in-shop" format with The Pizza Company, sharing the space in the nation-wide branches and complementing the pizza menu.

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