The Other Other White Meat
October 31, 2006
Maybe you’ve seen them. The billboards with 3-D cows, scribbling the suggestion that we “Eat Mor Chickin”
Brilliant. And the cows parachuting onto the football field in the latest TV ad is pretty good, too. My five year old had all kinds of questions when he saw that!
From the standpoint of brand campaigns, Chick-fil-A seems to be on target. They put out a calendar for this year with various cow characters, that my kids “had to have.”
This is a company I like for a couple reasons. One, their marketing is creative. And two, they are principled (for instance, all stores are closed on Sunday, to observe a day of rest). A rare combination.
A few quibbles on their brand presentation, however:
- The logo doesn’t pass the T-shirt test. I wouldn’t want to wear it.
- The tagline, “We didn’t invent the chicken, just the chicken sandwich” really doesn’t stick. It’s talking about past history (they have far more than a sandwich now), and it doesn’t create a connection with the audience. Something along the lines of, “We Admit it – We’re Chicken!” or “Proud to be Chicken!” would put an interesting 180 degree twist on a familiar phrase.
- Removing country-boy nicknames (“Bubba”/”Buck”/”Woody”) from key corporate staff names on the website would help make the company look more serious.
It wasn’t until earlier this year that I finally had the opportunity to go to one of their stores and have a chicken sandwich. This was one of those times when the brand experience had included everything BUT the final “deliverable” – the food. I’m glad to say that it was quite tasty, and I won’t hesitate to “Eat Mor Chickin” at Chick-Fil-A. Just keep those parachuting cows out of my yard!
Impactiviti provides strategic consulting services to increase brand impact.