Friday, July 10, 2009

Eat Mor Chikin

Not only do I absolutely love Chic-Fil-A chicken nuggets and those awesome waffle fries, but the advertising and marketing campaign developed by the Richards Group is one of the best around.

The campaign features black and white dairy cows persuading burger consumers to "Eat Mor Chikin." The campaign alone has been around since before 2003 and continues to go strong. They have their own football bowl, the Chic-Fil-A Bowl (formerly the Peach Bowl); cow plush toys; cow calendars; the giveaways; and entertaining billboards; to name a few.

Wikipedia notes a particular billboard in Knoxville, Tennessee, where construction has been ongoing for years, along Interstate 40 and featured an orange (instead of white) background with traffic cones and a cow wearing a safety vest. The text on the billboard read, "CHIKIN ZONE NEXT 3000 MILES."

The giveaways are perhaps everyone's favorite (of course!). Frequently, after opening a new store, the chain will give free food to patrons on opening days. Now, Chic-Fil-A is upping its giveaways, planning one for Labor Day and one for tomorrow. Tomorrow's giveaway is the fifth-annual Cow Appreciation Day, where patrons who dress up as a cow receive a free meal. Each restaurant may serve up to 150 "cows" that are the first to arrive and if a patron does not dress as a cow, but has a cow print accessory, the customer may receive an entree.

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