Church’s Texas Chicken recently launched a new lineup of dry rubs, including lemon pepper, hot lemon pepper, and garlic parmesan, and now the chain is spotlighting those flavors, and menu innovation in general, through a new content series featuring viral food personality and pitmaster Walter “Mr. Mr. Tendernism, who has over 500,000 followers on TikTok, is known for his signature catchphrase, “That’s Tendernism,” and authentic, high-energy food reviews. In the new campaign, he partners with Church’s Corporate Chef Kevin Houston for a content series focused on food culture and flavor profiles. The series is featured on Church’s social media changes, including full-length YouTube episodes, reels, behind-the-scene highlights, and feature content such as “Guess the Rub,” “Chef Kevin’s Menu Hacks,” and “The Flavor Speed Round.” Church’s focus on such content comes as more consumers seek adventurous flavor profiles and pairings, according to new data from the Institute of Food Technologies.