Review the Chick-fil-A case that opened and closed this chapter. Assume you are working on this account and have been asked to pull together a presentation for the brand team for the next year of this campaign.

What research would you recommend conducting to decide if the campaign should be continued or modified? What do you need to find out to make this decision?

"Lose that burger belly." "Eat mor chikin." You gotta hand it to the cows. Those cows are udderly passionate about Chick-fil-A. Although the renegade cows do not know how to spell, they sure know how to sell "chikin" sandwiches for Chick-fil-A. And their endearing personalities have helped them convince humans to make the switch from beef to chicken since 1995 in the award- winning "Eat Mor Chikin" campaign created by the Richards Group. Chick-fil-A has developed a loyal fan base as passionate about the brand as its quirky cows. How did these cows moo-tivate such love? Chick-fil-A started with a significant challenge: it had to persuade people to eat chicken sandwiches when everybody else in the world seemed to be eating hamburgers. Truett Cathy founded Chick-fil-A with the vision that his chicken sandwich company would be a leader in the quick-service restaurant industry. Chick- fil-A has become just that, in part by understanding how to put advertising to work to attract consumers' attention and their appetites. The "Eat Mor Chikin" campaign is a great example that you do not have to be a big brand with millions of dollars to have great advertising. Chick-fil-A competes in the fast-food category, one of the largest and most competitive industries. To give you an idea about what it's up against, Chick-fil-A has 1,600 stores, and McDonald's has 33,000. It is outnumbered in store count and outspent in media by the likes of McDonald's, Burger King, and Wendy's. Faced with these disadvantages in the marketplace, Chick-fil-A and its advertising agency set out to develop a brand campaign that would increase top-of-mind awareness, increase sales, and earn Chick-fil-A a spot in consumers' consideration list of fast- food brands. To do that effectively, the campaign positioned Chick-fil-A chicken sandwiches as the premium alternative to hamburgers. At the heart of every piece of memorable advertising is a great concept. The really great ideas like Chick-fil-A's renegade cows have sticking power because they emotionally connect with the audience. a Agency founder Stan Richards said, Cows have a national appeal and everybody empathizes with a cow because of their enlightened self-interest-by telling people to eat chicken, a simple idea that resonates with people." The company couldn't outspend the competition. It couldn't even afford a national campaign on television, which is where most of its competitors were advertising. So it made a strategic decision to advertise where its competitors weren't: on billboards. Copywriters kept the idea simple and fun (after all, they are selling chicken sandwiches). As the campaign has evolved over time, the agency created an integrated marketing campaign using social media, direct mail and ads, promotions, events, television, radio, the internet, clothing, and merchandise to build the reputation of the company that the fun-loving cows represent. Calendars have been so popular that production numbers have topped 2.4 million. Anyone brave enough to show up at one of the chain's restaurants dressed as a cow on the annual Cow Appreciation Day gets a free Chick-fil-A meal. Chick-fil-A's "Eat Mor Chikin" campaign helped break the fast- Chick-fil-A's "Eat Mor Chikin" campaign helped break the fast- food hamburger pattern. The witty use of Holsteins who hype consumers to "Eat Mor Chikin" instead of beef provided a bold brand personality that broke through industry clutter. The message and execution were simple, the cows were funny, the creative idea was unexpected, and the call to action was powerful