“The Main Chick with a few sides”
Prince’s is the original. The campaign sharpens the brand—cutting through the noise and focusing on what actually matters: its history, its attitude, and where it sits in the culture. “The Main Chick with a few sides” pulls from the brand’s origin while reinforcing its place as the one everything else came from.
Despite creating one of Nashville's most recognizable foods, Prince's often gets overshadowed by newer competitors with larger marketing budgets and stronger visual identities. While others have capitalized on the popularity of hot chicken, many consumers remain unaware of where the story began.
Problem:
When a category becomes crowded, authenticity becomes a competitive advantage. People don't want a copy of the original. They want the place that started it all.
Insight:
Prince's isn't one of Nashville's hot chicken restaurants. It's the one that created Nashville Hot Chicken.
Big Idea:
Brand Refresh
Inspired by Prince's legacy and Nashville's bold personality, the refreshed identity combines hand-painted Southern signage, vibrant colors, and a crown motif that reinforces the brand's rightful place at the top of the hot chicken hierarchy.
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Through socials, we told the story of Theodore Prince sneaking home after a long night out, only to be served a fiery plate of chicken that would leave its mark on Nashville and help define the city’s hot chicken legacy for generations.
