April 28, 2008
Chi Chi’s Launches Linguistic Marketing Campaign
Hormel wants you to think of Chi Chi’s whenever you hear any word starting with “C,” so it’s only fitting that Chicago and Cincinnati are two of the first cities to benefit from this new C campaign.
According to BrandWeek “Consumers will see Chi Chi’s name associated with words like 'chicken,' 'cravings,' 'cooking' and 'celebration' in signage across grocery stores.” In total, they’ll have more than 2,000 words to choose from, but by no means will all of them be words Hormel wants associated with its product.
There are plenty of possibilites for wordplay on Chi Chi’s. More Words finds 430 English words starting with chi, including not just chicken but chips and chile.
And there are 1490 words containing chi, including achieve, achiote, and zucchini.
A mere 13 words end with chi, but one of them is mariachi.
Or you could look for rhymes, though perhaps peachy, screechy, and Nietzsche aren’t the best associations for fiesta food. (And the philosopher would never have recognized his name if you pronounced it to rhyme with Chi Chi’s, anyway.)
The real problem with the name Chi Chi’s, however, is the slang meaning of chichis. Though some people might associate them with fiestas, most of us don’t want to put salsa on them.
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