How Guerrilla Marketing and Creative Strategy Built Baby’s Chicken into a Viral Food Phenomenon

In a digital world where perception can create reality, Baby’s Chicken is flipping the food industry upside down — and we did it without a traditional brick-and-mortar launch. How? A mix of guerrilla marketing, next-level creative strategy, and digital brand building that positioned us at the top of Utah’s food scene.

A Vision, Not Just a Venue

Before our first full-service location ever launched, we knew the vision for Baby’s Chicken had to go beyond just serving Peruvian-style rotisserie chicken (Pollo a la Brasa). We needed a movement. Our creative directors and digital branding team crafted a concept that combined mouthwatering visuals, addictive ASMR-style reels, engaging storylines, and consistent content drops to generate buzz, loyalty, and most importantly — curiosity.

From viral videos of sizzling chicken legs to influencer reactions, musical guest appearances, and cinematic dessert showcases, Baby’s became a brand before it was a restaurant.

The Power of Guerrilla Marketing

Rather than traditional ads, we used platforms like Instagram, TikTok, Yelp, DoorDash, and Facebook Marketplace to create micro-moments. Late-night cravings. Secret dessert drops. DJ-curated vibes. Everything was done with a wink — was Baby’s even real?

That mystery, paired with organic reviews, UGC, high-impact visuals, and clever captions, allowed us to dominate search results and climb to the top of food delivery apps and local Google searches.

People searched “best chicken near me” — they found us. They searched “Pollo a la Brasa Utah” — they saw Baby’s everywhere.

Turning Hype into Hunger

We weren’t just marketing a product — we were marketing a vibe, a lifestyle, a digital cult following. People began associating Baby’s with exclusivity, trendiness, and must-try eats. Even before stepping foot inside, customers felt like insiders. That’s the magic of storytelling.

Now, with an operating storefront and expanded menu featuring our Dubai Luxe Treats desserts, we’ve proven that digital demand can fuel real-world success. And we’re just getting started.