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
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: http://www.newscom.com/cgi-bin/prnh/20020219/CHICKFILALOGO ) 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 http://advertising.yahoo.com/advertisingweek_07 . 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 sales. "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.
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