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
(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
"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