so-FISH-ticated

SPEC CAMPAIGN - GOLDEN CHICK

INSIGHT:
Golden Chick is the only quick service restaurant that serves 100% USDA-approved catfish.

IDEA:
Golden Chick’s catfish is more sophisticated

AD/CW: Claire Perry

Guiding Words:

Nautical, illustrative, vintage, Americana, classic Golden Chick yellow

OOH / Guerilla Stunt

… I confronted Old Man Thorne at once, demanding an explanation. His face, pale as a ghost, betrayed the truth even before his lips did. "It’s not what you think," he stammered. "I didn't know! I swear it, Mister Clucky! The supplier promised me it was genuine catfish, but... it was cheaper, you see? And the taste, the texture—it wasn’t right, I admit it—but I didn’t think anyone would notice. They’re fish materials, like nothing anyone’s ever tasted. I thought it would make my sandwiches stand out, make them unforgettable. But now, now it’s all gone wrong."

In the end, I uncovered that the "catfish" in question was a concoction of synthetic fish materials—engineered from gelatin, algae, and a variety of other substances to mimic the texture and taste of catfish. The fish had no real origin, no true life behind it. They were nothing but a pale imitation, marketed as the real deal. The case, though solved, left a bitter taste in my mouth. The culprit had been greed, masquerading as innovation—a dangerous game played by those who sought to cut corners for a quick profit. And as I left the restaurant that night, I could not help but wonder how many more sandwiches, salads, and seafood platters were being served with a mystery hiding in plain sight.