Amanda Floyd & Jennifer Noble

Michael Cheek & Meredith McKenzie

& Kim Shamus

History• Founded by Truett

Cathy• Original menu:

Hamburgers & Milkshakes

• Began as Dwarf Grill in Hapeville, GA in 1946

• Pioneer with in-mall restaurants, 1967

Chick-fil-a Today• Located in 35 states,

primarily in the sunbelt

• Expanded overseas to regions in South Africa

• Found in malls, free-standing units, drive- thru only restaurants, dwarf houses, licensed outlets, and lunch counters

Chick-fil-a Positioning• Built through charity,

community involvement, and scholarships

• Higher end of fast food price spectrum

• Unique recipe• Quality ingredients• Healthy food offerings• Always closed on

Sundays

Ad Agency & Campaign• “Eat-mor-chikin” ad

campaign created by Richards Group in ‘95

• Needed to build unique identity

• Low advertising budget• Breaks through

advertising clutter• Mutual appeal

Lil’ bit ‘bout the Cows• Holsteins

(Black & White) • misspelled words add

charm and humor• Have no names• Self preservation

messages include: “save r hide” & “lose that berger belly”

• Endless possibilities with themes

The Bovine Movement(Campaign Evolution)

• Primary focus is billboards

• TV ads currently in limited markets

• Increased merchandise sales with plush cows and calendars

Advertising and Promotion Strategy

• Billboards• Radio• Flyers with coupons• Sponsorships• TV advertisements• Merchandise Sales

(Point-of-Purchase)• Online Approach

Billboards• Primary & first

approach• Rotated 3-4 times per

year• Billboard cows never

retired—recycled instead

Sponsorships• Goal: Reach national

audience• All SEC and ACC

Championships• 1st Peachbowl in 1996• Golf Charity

Championships—Ladies Professional Golf Assoc.

• National Cheerleaders Association

Merchandise Sales

• Over $16 million in sales

• Most recent product— calendars

• Online store offers shirts, bobblehead cows, bags, watches, etc.

Marketing Research Efforts

• Take measurements on brand performance

• measure brand awareness, frequency of usage, how rate experience, an intent to return

• research in 28 major markets once a year

• in-store research done four times a year

Future Restaurants• 1st priority: fill

established markets with low store counts

• 2nd priority: fill new markets

• plans to add 80 units annually

• looking at free-standing restaurants and college locations rather than in malls

Awards

• Received 3 prestigious advertising awards:

• Silver EFFIE from New York AMA in ‘98

• Silver Lion Award in ‘97 at Cannes Intl. Advertising Festival

• OBIE award in ‘96

Discussion Questions...

• The lasting power of this campaign-how much longer can it last?

• Global problems may encounter if launch campaign overseas?

• What do you think of the ad campaign?