To unite a community entrenched in a 125-year-old football rivalry, Chick-fil-A introduced ‘Rivalry Restaurant,’ a one-of-a-kind modular restaurant experience. Carefully placed at the border of both West Point, Georgia and Lanett, Alabama, Georgia Bulldogs and Auburn Tigers fans gathered together to celebrate the ‘Deep South’s Oldest Rivalry’ game, and enjoy some Chick-fil-A.
To underscore the unique history and heritage of the rivalry, fans lined up separately on their respective sides of the state line. They met at the serving window to receive a meal of Chick-fil-A together, emphasizing the coming together of communities.
The restaurant exterior featured a custom mural celebrating the clash with illustrations of the beloved team mascots, Uga and Aubie. In addition to free Chick-fil-A food, the event featured entertainment, visits with former Auburn and Georgia players, and outdoor game viewing party.
The ‘Rivalry Restaurant’ launch was supported by posts to Twitter and Facebook, Instagram stories, and a Snapchat filter, and OOH was supported through a sign on state line teasing event to build excitement among local towns.