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Champs Chicken Revamps Brand With Enhanced Website, New Logo

Champs Chicken logo

Champs Chicken, a nationwide branded food program from Pro Food Systems Inc. (PFS), is revamping its brand with a newly redesigned website, showcasing an improved navigation system, engaging content and a new logo.

Created with both retailers and customers in mind, the website—champschicken.com—promises to offer a user-friendly experience by featuring enhanced food photography of menu items and easy access to nutritional information, helpful insights for retailers interested in partnering with Champs Chicken, and responsive technology, enabling visitors to view the website easily on tablets and mobile devices.

“A website is truly the front porch of any business,” said Mia Platz, marketing manager for PFS. “The goal of the site was to inform the entire community about the range of Champs Chicken products, entice them with imagery and then help them easily find a location. The site can also be a one-stop informational resource for Champs Chicken retailers, saving them valuable time and providing vital tools for success.”

Relaunching the website prompted another big change for Champs Chicken—redesigning the logo that has been with the company since its inception in 1998.

“The main driver behind this change was to make the artwork more modern and the Champs Chicken character more recognizable and prominent,” said Carl Christenson, VP of marketing for PFS. “We also wanted to stay true to our roots and the image that has taken us so far.”

Added Shawn Burcham, president and CEO of PFS, “While it’s undeniable that the old logo and website played key roles in our growth, the time has come for a change. I believe this new presentation will appeal to a larger audience and help us to achieve our goal of opening 5,000 stores.”

Brandigm Communications of Springfield, Mo., with Chicago-based digital design firm GreyGoo, collaborated with PFS on the project.

Champs Chicken is a wholly-owned brand of Pro Food Systems Inc. specializing in hot food products, foodservice equipment and complete deli operations. The company has more than 520 grocery and convenience store locations in 29 states. PFS recently moved to a new distribution center and corporate headquarters in Holts Summit, Mo.

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