Eat Mor Chikin
Chick-fil-A1995
Eat Mor Chikin is a 1995 three-dimensional billboard campaign for Chick-fil-A, created by The Richards Group, Dallas.
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The line
Eat Mor Chikin
Why it works
Two renegade cows, one standing on the other's back with a paintbrush, vandalising a billboard in the name of self-preservation: "EAT MOR CHIKIN". The Richards Group introduced the idea in 1995 as a single three-dimensional outdoor execution, and the joke, livestock that cannot spell lobbying you to eat a different animal, worked so well that it became Chick-fil-A's whole brand voice, spreading to radio in 1996, television in 1997 and onto buildings, costumes and plush toys. It is studied as a rare campaign born on a billboard rather than adapted to one, and as a lesson in patience: the agency ran the same self-aware cows for more than twenty years. The Dallas Morning News reported that the campaign more than doubled Chick-fil-A's same-store sales as it grew from a regional chain into one of the largest restaurant brands in America, and it won Effie awards for effectiveness, including one for sustained success.
Techniques
- Humour Cows who cannot spell vandalise a billboard to save their own skins, lobbying people to eat a different animal.
- Mascots and characters The same self-aware renegade cows return for decades, becoming the chain's recognisable brand voice across every medium.
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