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Unpack Your Cow Suit

No matter your opinion of their leadership’s views on marriage, you can’t deny that fast food chain Chick-fil-A has done a pretty solid job in creating memorable, recognizable campaigns featuring their cow characters encouraging consumers to eat more chicken.

Now they have moved from billboards to real life.  Chick-fil-A has declared July 12 “Cow Appreciation Day.”  To celebrate, they are offering a free meal to anyone who visits one of their restaurants fully dressed as a cow.  Partial costumed chicken fans will receive an entrée. 

The campaign was supported through email marketing, social media and PR outreach as well as an app tied to online photo / costume contest. This is a terrific example of 360 degree campaign that is quirky and fun enough to engage consumers with a unique stunt aspect that generates media coverage in Chick-fil-A markets.

Though simple in concept, the degree to which all online assets and physical locations work together to execute this campaign seamlessly speak highly of the communications team working to restore or maintain, depending on your view, the brand’s wholesome, playful image.


~ Ali Gogarty, Account Supervisor, The S3 Agency


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