![]() ![]() They have strong values, whether you agree with them or not. Chick-fil-A seems to have accomplished this in many ways, and not just through their advertising. We all know strong brands are built on a having a solid business strategy, positioning the brand in a simple and consistent way that is relevant to the product and the audience. It’s about a great brand that has spent years and years, and a lot of money, creating a meaningful and relevant brand through consistent “Eat Mor Chickin” messaging. This little commentary is about the cows. This isn’t about account wins and losses – that’s part of agency life and does happen every day. Well, yes, I do think it’s a huge bummer because they’ve done great work over the years and helped build a highly identifiable and successful brand. You also may be thinking I just want to rant a bit about how sad it is to see Chick-fil-A leave The Richards Group. We hope the cows live on and continue to thrive with a new family.” Will they eventually be put out to pasture?Īs Stan Richards stated in the article, “The cows are core to the brand’s success and certainly we are protective of them-we think we know them pretty well having given birth to and nurtured their unique personalities for more than two decades. Having worked directly on the breakfast launch for Sonic Drive-Ins, I understand how difficult it is to differentiate a brand in a very crowded and very active category (QSR breakfast). I realize it’s only one campaign designed to meet a specific challenge for the breakfast daypart. ![]() While quirky and sort of funny, I find the spots creepy. New TV spots address the “craziness of eating chicken for breakfast” through a series of commercials featuring the likes of Beethoven, Amelia Earhart, Michelangelo and others. The recent Adweek article went on to introduce a completely new and different campaign highlighting the chain’s new Egg White Grill breakfast sandwich. Obviously I’m not an insider, but when I read the news a couple of days ago about their decision to drop The Richards Group after a twenty-plus-year relationship, I couldn’t help but worry a bit about our friends, the “Eat Mor Chikin” cows. I’m not a super nervous guy, but I have to tell you, I’m getting a bit shaky right now thinking about Chick-fil-A and their brand. SHARE Share on Facebook Share on Twitter Share on Linkedin ![]()
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