Howlin Rays
Howlin' Ray’s, the most well-known Nashville hot chicken spot in Los Angeles, has earned a cult following for its bold flavors and fiery heat. With a new location opening in Pasadena, the restaurant is expanding its reach while maintaining its reputation for delivering deliciously spicy fried chicken in a fun, lively atmosphere.
/// While Howlin’ Ray’s has a strong presence, their content was becoming repetitive and needed a fresh approach to stand out, especially with the opening of their new Pasadena location. They sought a way to showcase their growth while maintaining the excitement around their signature dishes.
/// To bring fresh energy to Howlin' Ray’s content, I proposed creating a documentary that highlights the origins of the brand, exploring how it evolved into the Nashville hot chicken sensation it is today. By telling the story behind the restaurant, its founders, and the unique flavors that set it apart, we aimed to connect with the audience on a deeper level. This documentary-style content, combined with showcasing the excitement of the new Pasadena location, would engage both loyal fans and new customers while reinforcing the brand’s authenticity and growth.
/// The new content, including the documentary on Howlin' Ray’s origins, resonated deeply with both existing fans and new customers. The YouTube video garnered 50,000 views, providing an in-depth look at the brand’s story, while Instagram Reels showcasing the Pasadena opening generated over 100,000 in virality. These efforts not only promoted the new location but also reignited excitement around Howlin' Ray’s, significantly boosting brand engagement and awareness.
