Case
Eat Mor Chikin
Since 1995 Chick‑fil‑A has deployed humorous billboards featuring cows holding misspelled signs like “Eat Mor Chikin.” The cows literally climb on, sleep over, or paint messages on 3‑D boards to persuade drivers to choose chicken over beef. Over 1 500 billboards nationwide have used custom‑made cow figures; the campaign helped sales grow from about $500 million in 1995 to $10 billion by 2022.
Cost
$50M
Revenue
$10B
ROI
200x
Timeframe
1 year
Year
1995
Complexity
3/5
Impact
5/5
Goal
Persuade drivers to choose Chick‑fil‑A chicken over beef by using cows to humorously plead for their lives.
Notes
- Humorous 3‑D cow mascots and misspelled copy create memorable outdoor ads.
- Consistent messaging (“Eat Mor Chikin”) repeated across 1 500+ boards builds brand recall.
- Sales reportedly jumped from $500 M to $10 B by 2022.
Posts
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