To celebrate its 20th anniversary this year, Missouri-based foodservice company Champs Chicken announced a redesigned logo and new brand purpose to make a larger impact.
Shawn and Julie Burcham founded Champs Chicken in 1999 because they believed they could find a better way to deliver real, high-quality comfort food to consumers in a convenient way, while also providing unmatched support to its convenience retail and wholesale partners.
These foundational principles have resulted in continuous growth and 300+ locations to date.
With people having even faster, busier, more hectic schedules and a greater demand for convenience, Burcham found it important to refocus on these founding principles and ensure they are the driving power behind Champs Chicken.
“Our core purpose is to help people conquer their busy days with truly delicious, high-quality food, yet in more convenient ways,” said Burcham. “We strive to help people be mealtime heroes…for themselves, their family, their coworkers or their friends.”
With this new purpose, Champs Chicken has launched a campaign featuring their new logo and tagline: “Be A Mealtime Hero.”
Champs Chicken is encouraging its fans to be their own hero or a hero to someone else. But they aren’t stopping there. Champs Chicken and PFSbrands have made a commitment to help children be heroes in their fight against cancer.
“We are proud to support and help raise awareness for the Super Sam Foundation, a nonprofit organization founded in our home state of Missouri that helps fund research for childhood cancer nationwide,” said Burcham. “With less than 4% of all research dollars given to pediatric cancers, we hope to bring even more visibility to this underserved cause and help fund this major gap in pediatric cancer research.”
As Champs Chicken updates all of its signage, packaging, messaging, and marketing campaigns with the new logo and tagline, they will also include information about the Super Sam Foundation and how to donate.
Champs Chicken locations have already started to update their stores with the new look, but a full rollout will be gradual.