Research Paper On Chick-Fil-A

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Most people today know of the Chick-fil-A cow used in all forms of their advertisements that says, “Eat Mor Chikin,” but many don’t know how they developed this advertisement and their strategy. Chick-fil-A opened in 1976, and it wasn’t until 1995 that they started using the cow as their mascot. After selling chicken for thirty years, who would have thought that Chick-fil-A, a chicken restaurant, would use a cow to advertise their restaurant? It all started in 1995. Chick-fil-A was doing pretty good business-wise, they had even already started building free-standing Chick-fil-As in 1986. Up until 1995, Chick-fil-A relied on local marketing. They knew that they were going to continue building more free-standing Chick-fil-As, which meant that Chick-fil-As …show more content…

At some point, in the summer of 1996, some random teenagers from Chattanooga stole one of their cows and it was talked about nationwide. CNN and many other newspapers covered the story and referred to it as “cow-napping,” which gave Chick-fil-A even more attention. Two years later, in 1997, the cows would make their television debut. Despite all of this, the cows’ popularity and recognition didn’t stop there. They were added to the Outdoor Advertising Association of America’s OBIE Hall of Fame. In 1996, the campaign earned an OAAA OBIE award, which is an OBIE award that is managed by the Out of Home Association of America to acknowledge the creativity in the out-of-home advertising in the business, for outdoor advertising in the restaurant and food section. In 1997, the campaign earned a Silver Lion at the Cannes. In 2007, the Chick-fil-A “Eat Mor Chikin” cows were recognized as one of America’s most popular advertising icons and became members of New York’s Madison Avenue Advertising Walk of Fame. A permanent banner now hangs on Madison Avenue to acknowledge this great

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