Barbecue and fried chicken franchise Chooks fresh & tasty has introduced a new mascot, Champ, as part of a strategy to drive greater brand recognition among consumers. Steve Hansen, head of the Western Australian fast food franchise, said the end goal was to see people instantly recognise and associate the orange and green chicken mascot with the Chooks brand.

“At Chooks weÍve been considering ways to drive more awareness of our brand on a local level for some time in WA, where Chooks is more well-known, and Queensland, where our brand is still quite new and fresh,” he said.

The mascot will also be used to further the brand’s community-friendly image.

“The Chooks brand is known for its community focus and local residents living near our stores can vouch for the effort Chooks franchisees make to support their local schools and community clubs or events, Hansen added.

“In our view Champ will be another way to get the Chooks name out into the community and to support local events and causes in and around our stores.”