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Boston Market launches campaign against fried chicken

The Boston Market fast-casual chain is launching a health-focused ad campaign encouraging customers to join the brand in “taking a side against fried” and to choose meals with “all-good” ingredients.

Using its rotisserie chicken as the campaign’s linchpin, the chain contends its slow-roasted protein provides a “healthful, guilt-free” alternative to fast food. It’s a strategic break from much of the chain’s previous ad messaging, which focused on the perceived value diners could find at their area Boston Market.

As the 465-unit chain looks to expand its reach—adding 10 locations this year and 20 more in 2016, as reported by Fortune—it’s leaning into consumer preferences for fresh, healthy foods. Three out of four Americans say they are more likely to choose a restaurant that offers healthy menu items, according to recent research conducted by the National Restaurant Association.

“‘All Good’ is about reminding people what sets Boston Market apart from our competitors: our food, our service and our people. In other words, our promise to deliver an experience that is all good,” Boston Market CEO George Michel said in a statement. “We’re dialing up our brand so we aren’t overlooked in the rush to respond to the siren song of fast food.”

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