IN THE early days, animals in the forest bullied the sun for producing unbearable heat. When the sun disappeared for quite a long time, the animals apologized daily by writing “Sorry” on stone, smoke, and fire, and spelling the word out with their bodies. In desperation for sunlight, the chicken unceasingly chuckled until the sun rose. Unfortunately, when the chicken and the sun gave each other a high five upon rising, the chicken turned into fried chicken. Thus is the legend, according to Max’s Restaurant.

On July 18, Max’s Restaurant launched the commercial titled “Rise Up,” the third installment of its “Every Kind of Family” campaign, as well as dining promotions in celebration of the brand’s 74 years.

“‘Rise Up’ gets to the heart of Max’s Restaurant as an institution; more than The House That Fried Chicken Built, it has also been a place where people of different ages, backgrounds, and beliefs have come together for over seven decades,” Max’s Restaurant Chief Operating Officer Paolo Serrano was quoted as saying in a press release.

Having groups of dinners across generations at its branches has been a constant for the brand. “If you walk into most restaurants out there, you see a very diverse profile of diners eating. But I think the one thing that makes Max’s so unique is when you look at the table, the groups are very multi-generational” marketing director of Max’s Group Inc. Mark De Joya told BusinessWorld shortly after the launch at My Cinema Greenbelt 3.

Along with the launch of the TVC came the release of the Max’s Reward’s Card. A minimum single-receipt food purchase of P1,000, entitles guests to one card.

Cardholders get a 10% discount when they order P500 to P10,000 worth of food. Cardholders may also avail a free Max’s Best Plate — fried chicken, lumpiang shanghai (fried spring rolls), pancit canton (noodles), Max’s tofu or chicken skin, sweet kamote (sweet potato) fries, rice, and a caramel bar — seven days before or after their birthday.

On July 31, Max’s will be offering a Chicken All-You-Can promo staring at noon. Diners may avail of unlimited Max’s fried chicken, soup of the day, soft drinks, and rice for P399.

For Mr. De Joya, people always go back to something that is familiar despite the barrage of innovations.

“The thing that really makes us so joyful about our own chicken is that it’s a recipe that has not changed since 1945. The chicken that was born from the kitchen of Maximo Jimenez is the same chicken we’re serving today, “ he said.

For more information about the Rewards Card and the Chicken All-You-Can promo, visit Max’s official Facebook page. — Michelle Anne P. Soliman