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Chick Fil A+ Ad Campaign
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Chick-fIl-A "EAT MOR CHIKIN" campaign proves to be sucessful for 20 years
A Chick FIl A History Lesson
A Brief History
Chick Fil-A is a fast food restaurant chain that was founded in 1967 by S. Turett Cathy. The menu consists of chicken based meals such as chicken sandwiches, chicken nuggets, and chicken tenders (History).
Chick FIl A guarantees fresh chicken served with “no filler, artificial preservatives, or steroids,” as well as “no added hormones,” and “no antibiotics”.
They also claim to “source only 100% cage free eggs by 2026” (Great).
They are also philanthropic and “donate surplus food to local soup kitchens, shelters, and non profits though their Chick-fil-A Shared Table program” (Giving).
customer
According to Robinson, Chick-fil-A’s president of Marketing in 2001 noted that the restaurant was an “adult QSR brand”(Higgins).
This means that their main target are adults that want quick options for food. Maybe this is an on-the-go dad who needs to quickly pick up food for his family, or a business woman who only has 20 minutes before her next meeting to grab food, or a college student who needs a quick pick me up before his next class. Their audience, though broad, targets a specific lifestyle required to enjoy Chick-fil-A.
The company had to compete with other fast food restaurants that sold beef for a fraction of the price that Chick-fil-A sold their chicken for.
According to Robinson, Chick-fil-A did not have a clear brand identity and wasn't "unique or particularly distinctive" (Higgins).
problem
Other QSRs that sold beef (Higgins). Burger King and Wendys are two examples
QSR: Quick Service Resuraunt (a.k.a fast food)
Competition
I will be presenting about the “EAT MOR CHIKIN” campaign launched in 1995 and is still utilized to this day.
This was launched through a series of Billboards. The very first billboards were located along freeways in Dallas, Atlanta, Birmingham, North Carolina, and South Carolina. They were designed to be 3-dimensional with two cows painting the words “eat more chicken” on it. These billboards stopped traffic and these traffic jams were broadcasted on the radio allowing Chick-fil-A to receive free advertising (Allen).
To target their audience, this campaign appealed to adults on the go. The Billboards were located on busy highways so that people who spent a lot of time driving would see them and laugh. The humorous “EAT MOR CHIKIN” line was witty and clever, appealing to an older audience (Higgins).
In order to compete with their competitor’s prices, Chick-fil-A had to market the benefits of eating chicken rather than beef. Including cows as their mascot implied that eating beef was wrong and how could you eat such a loveable and funny animal. Also making a campaign that was funny and catchy could possibly distract customers from the higher prices (Higgins).
"EAT MOR CHIKIN"
Bilboards
TV Ad
Stats
The ad campaign was succesful becasue it allowed Chick-fil-A to expand into the television market becasue "the billboards cost less than $50,000 each to produce and maintain over a one-year period, Ingram said. They also can be moved to other locations" (Allen).
"Altogether, the strategy has worked. According to the company, Chick-fil-A posted nearly $2 billion in sales in 2005, a 13.1 percent rise from 2004. It was the 38th consecutive year every year since the company opened it first store in 1967 - that the chain enjoyed a system-wide sales gain.--- can also be accredited to breakfast menu" (Hanacek).
"The chicken sandwich fast feeder began using cows in 1995 with its 'Eat Mor Chikin' campaign and said brand awareness increased by 81 percent and sales rose 120 percent" (McGregor).
20 years of cows
On Chick-fil-A's website they have documented how they adapted their "Eat Mor Chikin" campaign to contunually be exciting and fun!
(stories)
So what about now?
Chick-fil-A has created a new campaign called "The Little Things"
Though they have moved on from their "Eat Mor Chikin campaign, that does not mean that the campaign was not sucessful! It's just simply time for something new
So...What's Next?
1997
Cow Costume
2002
Cow Appreciation Day
2008
Water Tower
2014
New Billboard
The Little Things is a current campiagn being run by chick-fil-a that emphasizes the loving aspect of the brand. "The Little Things" is a series of videos that are designed to make you feel warm inside. They show different "little things" you can do to brighten someone's day (Little).
The Little Things
References
Allen, R. L. (1995). Bilboard campaign that takes a wing at chick-fil-a. ProQuest, (29(32), 14. https://www.proquest.com/docview/229299627
Giving, (2022). Giving back. Chick-fil-a. https://www.chick-fil-a.com/about/giving-back
Great, (2022). Great food. Chick-fil-a. https://www.chick-fil-a.com/about/great-food
Higgins, K.T. (2001). The cow that roared. ProQuest, 10(2), 10-13. https://www.proquest.com/docview/194194791?OpenUrlRefId=info:xri/sid:primo&parentSessionId=9UJ%2FmptpGKglReomnqn%2BixE4dJyE7PjtMoAmBUpL%2F70%3D&accountid=13758
Hanacek, A. (2006). "Eat mor chikin" makes "mor munee". ProQuest, 220(4), 22. https://www.proquest.com/docview/231246796
History, (2022). History. Chick-fil-a. https://www.chick-fil-a.com/about/history
Little. (2022). The little things. Chick-fil-a. https://www.chick-fil-a.com/thelittlethings
McGregor, S. (2003). Mascots help consumers put face on brand names. ProQuest, 37(45), 105,110. https://www.proquest.com/docview/229344805
Stories, (2022). Stories. Chick-fil-a. https://www.chick-fil-a.com/stories/inside-chick-fil-a/20-years-of-cows