The firm combines traditional with digital media. … And Don’t Forget about Digital and Social Media According to the Christian Science Monitor, “Chick-fil-A gained the greatest percentage of market share for chicken-focused fast food in 2012 and has held it since.” Already at a competitive disadvantage because they are closed on Sundays due to religious reasons, which could effectively represent 1/7 or 14% of their weekly foot traffic, this is a significant accomplishment. This is an example of indirect comparative advertising the message “eat more chicken” suggests I should choose Chick-Fil-A over my local fast-food burger joint.Īnother popular tagline is: “We didn’t invent the chicken, just the chicken sandwich.” This strategy eliminates brand parity among alternative options for chicken sandwiches, positioning itself as the culinary expert in this fast-food category… and it’s working. The company uses a line “Eat More Chicken” (spelled by cows, so it’s more like Eat More Chikin ). Let’s briefly discuss the taglines Chick-Fil-A has espoused over the years. This is proof of the brand recognition of Chick-Fil-A, specifically of their cows and their various taglines. In fact, the uploader on YouTube actually captioned the video, “ Never been a big disco fan but loved this commercial.”įinally, you may not have noticed, but the commercial does not even mention the brand name until the last couple of seconds. All age generations can identify it, even though the song was written in 1977 for the disco-loving Baby Boomers this, in turn, creates trust and credibility for Chick-Fil-A. For example, the 2016 commercial “ Chick-Fil-A Saturday Night Fever ” depicts a cow walking around with a radio in its mouth, blasting the popular song and calling attention to itself.Ĭhick-Fil-A marketers use a combination of strategies to make their commercials lasting and to enhance consumer recall.įirst, they utilize humor in these commercials this image of a cow bobbing its head, carrying a radio, walking through a crowded city, and begging to ‘stay alive’ is preposterous and is bound to stir up a few laughs.Īnother strategy they use is cross-generational music appeal: The Bee Gees’ “Staying Alive” is highly recognized song. )Īnother type of traditional media for Chick-Fil-A is television commercials. Chick-Fil-A uses strategies like this heavily, espousing messages like “Burgerz R 4 Loserz I’m Just Sayin” and ninja cows warning “Beef Eaterz Beware - Weer Very Sneekie.” ( See example here … and here … and here … and here. The billboard had actual 3D statues of the Chick-Fil-A cows who were drawing messages about their chicken on the billboard. For example, growing up in Philadelphia, PA, I can still recall a Chick-Fil-A billboard I saw constantly on I-95, which utilized humor and a short tagline to optimize intrusion value. One example is OOH advertising, like billboards, sports stadiums, and water towers. PR experts Clow and Baack (2001) write, “Selecting the proper blend of media outlets for advertisements is crucial.” Chick-Fil-A’s marketing team has taken this advice to heart, using a variety of platforms to convey their media message: out-of-home (OOH) advertising is continually combined with digital marketing.Ĭhick-Fil-A has achieved brand recognition, brand loyalty, and high traffic to local stores by operating under the media multiplier effect, which suggests that the combined impact of using two or more media will be stronger than using either medium alone in an attempt to increase targeted audience reach.Ĭhick-Fil-A relies heavily on traditional media. I was tasked to find an advertising campaign that reflects traditional media being paired with newer forms of advertising media to create an effective Integrated Marketing Communications (IMC) campaign.Ĭomedian and Twitter-star once wrote (ahem, tweeted), “What were Chick Fil-A’s other mascot ideas before landing on an illiterate cow begging for his life?” Regardless of the answer to this question, it is impossible to deny Chick-Fil-A’s iconic brand presence, which has obviously not developed by accident.
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