Chick-Fil-A's Famous 'Eat Mor Chikin' Campaign

Chick-fil-A’s Famous ‘Eat Mor Chikin’ Campaign

Chick-fil-A has become one of the most flourishing fast food restaurants in the United States. It was originally founded in 1946 and was headquartered here in Atlanta, Georgia. Over time, it has now grown over in 41 states with over 1,850 locations. This fast food restaurant took in $5 billion US dollars this past year surpassing the chicken leader KFC. (Wong) This income was done even with the closing of fifty-two Sundays of income lost per year. Every year that passes, Chick-fil-A grows at a rate of thirteen percent which in return means that its income doubles every five to seven years. (Davis) This restaurant has been known to stand up for various controversial public issues as well as its

This campaign was created by The Richards Group back in 1995 as three-dimensional billboard with the intentions to do big things with a small budget. This first billboard concept was adapted as an integrated campaign that is now recognized as an example of a prosperous marketing campaign. This campaign has grown to be one of the industry’s most respected campaigns that have won Chick-fil-A prestigious awards. Since the campaign was introduced, the sales have increased from a little over $500 million in 1995 to an impressive increase of $5 billion in 2013. Chick-fil-A’s senior vice president of marketing, Steve Robinson stated that “The Cows started as part of our advertising campaign, and now they have become part of our passion and our brand.” (Baldwin) This campaign has now created an unofficial nationally recognized holiday known as Cow Appreciation Day. During this day, customers that come into Chick-fil-A dressed as a cow receive a free Chick-fil-A meal. The ‘Eat Mor Chikin’ campaign has been incorporated into advertising textbooks an identified as a creative integrated marketing communication

It is very important to Chick-fil-A that its consumers realize that they are big on going against the consumption of cow burgers and instead support the eating of chicken. The advertisement signs that have been posted across the United States, have served as the leading ingredient to the nationally recognized branding of Chick-fil-A. The cows are used in many ways that promote the eating of chicken over steak. The signs are known for their misspelled words as well as there always being a cow doing something out of the ordinary. In order to create an IMC campaign, there are different steps that Chick-fil-A took into consideration when forming it. The first and foremost step taken to create an IMC campaign is the analysis you have to do before developing your message. One must consider whom you’re going to be communicating your message to so that you specialize in a certain crowd or group of audience. In order to identify your customer, you must characterize your consumer by age, education level, gender, income, or geographic location. With the determination of the audience, you also