Think out an idea that can reinforce Chicken Joy as the most crispilicous fried chicken.

The insight

Most Fried Chicken looks crispy, but we’ll only know it’s the right kind of crispy by the sound it makes when we pinch the skin

The idea

THE ULTIMATE CRISPYRIENCE ( Crispy Experience)
It’s a satisfying feeling that happens in you when you eat the Crispylicious ChickenJoy, which awakes all your senses.

Key Visual

Key visual is showing the whole family enjoying the Crispylicious Chicken Joy with all the senses.