As I think about Propagation Planning and the type of creative stimulus that is used to start the process I've been surprised that the stimulus very well might have the President or CEO in the work. Particularly in the CDR and QSR categories we have seen high level positions leave the board room and get in front of the camera as stimulus for online propagation.
One popular story in a recession is the challenger story. David would be nothing without Goliath and these brands are pointing out their competition and throwing the gauntlet down. They may feel that they can do this easier through online videos vs. taking this story to their paid media broadcast campaign (which is probably to product and price focused anyway except for Buffalo Wild Wings which markets the experience over the individual food items).
Challenge thrown down by El Pollo Loco against rival Kentucky Fried Chicken:
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