Chick-fil-A's 'Eat Mor Chikin' Cows Moove into Icon Status as an Advertising Walk of Fame Nominee

Cows See Votes in Nationwide Online Contest

Sep 14, 2007, 01:00 ET from Chick-fil-A

    ATLANTA, Sept. 14 /PRNewswire/ -- The Chick-fil-A(R) "Eat Mor
 Chikin(R)" Cows, who have been entertaining consumers with renegade antics
 to push their pro-chicken messages for the past 12 years, are now striving
 for icon status in a nationwide online voting contest as part of
 Advertising Week. Alongside other well-known competitors, the cows are
 vying to cement their place in history as one of America's most popular
 advertising icons on the Madison Avenue Advertising Walk of Fame in New
 York City.
     (Logo: )
     The fourth annual contest, held in conjunction with the week-long
 international advertising conference in New York, has previously honored
 icons such as the Kool-Aid Man, Tony the Tiger and the Pillsbury Doughboy.
 This year's winners will again be decided by an online public vote. To
 learn more about the contest and to vote for the Chick-fil-A Cows, please
 visit .
     Public voting for the brand icons has already begun and will conclude
 at midnight on Monday, Sept. 24. The top two icons voted onto the New York
 City Walk of Fame will be honored with a permanent banner on Madison Avenue
 (between 42nd and 50th Streets). Winners will be unveiled on Wednesday,
 Sept. 26, during a public ceremony held outside the Time Life Center (1271
 Avenue of the Americas at 50th St.).
     Created by Dallas-based The Richards Group, the "Eat Mor Chikin"
 campaign was first introduced in 1995 as a three-dimensional billboard
 concept depicting a black-and-white cow sitting atop the back of another
 cow painting the words "Eat Mor Chikin" on the billboard. Since then, The
 Richards Group and Chick-fil-A turned the billboard concept into an
 integrated campaign that included in-store point-of-purchase materials,
 radio and television commercials, promotions, and apparel and merchandise
     "It's an honor to have the Cows associated with these other
 long-standing advertising icons," said Steve Robinson, Chick-fil-A's senior
 vice president of marketing. "The Chick-fil-A Cows have continued to stay
 popular with our audiences since their inception. They are endearing
 personalities that are staunch supporters of chicken, and our customers not
 only find them humorous, but they enjoy watching to see what they might say
 or do. You never know where the cows might show up next with their central
 theme of 'self preservation'."
     The "Eat Mor Chikin" campaign is cited as an example of creative,
 integrated marketing in many advertising textbooks used nationwide, as well
 as a strategic teaching tool to future marketers. Additionally, the
 campaign has received some of the advertising industry's most prestigious
 awards, including being inducted into the Outdoor Advertising Association
 of America's Outdoor Hall of Fame, as well as being acknowledged with the
 New York American Marketing Association's Silver EFFIE award and the Silver
 Lion award for outdoor advertising at the Cannes International Advertising
 Festival, held in Cannes, France.
     This innovative campaign has proven that customers are listening to
 these humorous bovine antics and suggests that consumers "Eat Mor Chikin."
 Since the campaign debuted in 1995, Chick-fil-A's unaided brand awareness
 has grown 44 percent in its top 27 markets and sales have more than
 quadrupled, from just over $500 million in 1995 to more than $2.2 billion
 in 2006.

SOURCE Chick-fil-A