UPDATE: Guthrie's Celebrates 60th Anniversary on July 31st with $6 Original Box Combo

Malaysian Reserve

23-07-2025

Brand new creative campaign 'The Original Obsession' launches on the heels of milestone anniversary
CREATIVE ASSETS
AUBURN, Ala. , July 23, 2025 /PRNewswire/ — Guthrie's, the original chicken finger restaurant, is proud to announce it is celebrating its 60th anniversary on July 31st. To mark the milestone and show gratitude to its loyal fanbase, Guthrie's will be offering Original Box Combos at the discounted rate of $6 (tax included) on July 31st in-store only at participating store locations nationwide.
The first Guthrie's restaurant opened its doors in 1965 in Haleyville, Alabama. Hal Guthrie perfected the 'Southern golden fried' chicken recipe in 1968, which is still in use across the nation today. From there, the 'The Original Box' was created in 1978, which included 5 golden fried chicken fingers, crinkle cut fries, freshly cut coleslaw, Texas toast, and the sauce that started it all. Cementing the legacy in 1982, the Guthrie family opened their second location in Auburn, Alabama and downsized the menu to only sell the Original Box, making Guthrie's the world's first chicken finger restaurant. Guthrie's then opened subsequent locations in Athens, GA in 1984, Tallahassee, FL in 1992, and Tuscaloosa, AL in 1993. What started out in a small town, grew into college towns, and now operates more than 70 locations across 11 states, and has aggressive plans for expansion in 2025 and beyond.
Joe Kelly, Guthrie's CEO shared, 'My family and I are honored and blessed to have been bestowed with this incredible brand and concept. We are so thankful for our fans that have supported us over the last 60 years!'
Along with celebrating their 60th anniversary, Guthrie's has partnered with Nashville-based agency GS&F, to launch a brand-new creative campaign, The Original Obsession. This campaign capitalizes on Guthrie's unique position as the original chicken finger restaurant. Featuring the Guthrie's Super Fan, who is just as obsessed with eating Guthrie's chicken fingers as Guthrie's is with perfecting every Box. The brand refresh ensures that Guthrie's legacy and traditions live on while attracting new generations of customers. Sample creative is available here.
Guthrie's recent expansion into the Carolinas created the perfect opportunity to introduce the Super Fan to a new Guthrie's fanbase. Melvin Strobbe, GS&F Executive Creative Director continued 'From the ideation of this campaign, we knew the concept had to demonstrate not only Guthrie's commitment to making the best chicken fingers around, but also the fans' existing commitment to their obsession with Guthrie's. This creative campaign reinforces what sets Guthrie's apart – the quality, focus on one specific category, and legacy – while updating the marketing assets and messaging to resonate with modern audiences.'
The Original Obsession campaign will be brought to life across a robust mix of programmatic and paid social tactics. Designed to reach millions of people across the country, the campaign will strategically engage chicken finger lovers wherever they may be.
To learn more about Guthrie's, visit https://guthrieschicken.com/ or stay connected on Facebook and Instagram.
About Guthrie's:Founded in 1965, Guthrie's is a family-owned restaurant known for serving high-quality, affordable food. In 1982, Guthrie's revolutionized the fast-food industry by creating the first-ever chicken finger-only restaurant, setting the stage for a legacy of excellence. Guthrie's has spent over 40 years serving its signature chicken fingers and iconic Guthrie's Signature Sauce—an unmatched recipe that has been often imitated but has never been duplicated. Today, Guthrie's operates nearly 70 locations across 11+ states and is poised for continued growth with aggressive expansion plans set for 2025. Guthrie's is committed to offering the highest-quality chicken fingers, fries, slaw, and toast in the industry—no compromises. For more information, visit www.guthrieschicken.com.