1. Amanda Floyd & Jennifer Noble Michael Cheek & Meredith McKenzie & Kim Shamus

2. History Founded by Truett Cathy Original menu: Hamburgers & Milkshakes Began as Dwarf Grill in Hapeville, GA in 1946 Pioneer with in-mall restaurants, 1967

3. Chick-fil-a Today Located in 35 states, primarily in the sunbelt Expanded overseas to regions in South Africa Found in malls, free- standing units, drive- thru only restaurants, dwarf houses, licensed outlets, and lunch counters

4. Chick-fil-a Positioning Built through charity, community involvement, and scholarships Higher end of fast food price spectrum Unique recipe Quality ingredients Healthy food offerings Always closed on Sundays

5. Ad Agency & Campaign “Eat-mor-chikin” ad campaign created by Richards Group in ‘95 Needed to build unique identity Low advertising budget Breaks through advertising clutter Mutual appeal

6. Lil’ bit ‘bout the Cows Holsteins (Black & White) misspelled words add charm and humor Have no names Self preservation messages include: “save r hide” & “lose that berger belly” Endless possibilities with themes

7. The Bovine Movement (Campaign Evolution) Primary focus is billboards TV ads currently in limited markets Increased merchandise sales with plush cows and calendars

8. Advertising and Promotion Strategy Billboards Radio Flyers with coupons Sponsorships TV advertisements Merchandise Sales (Point-of-Purchase) Online Approach

9. Billboards Primary & first approach Rotated 3-4 times per year Billboard cows never retired—recycled instead

10. Sponsorships Goal: Reach national audience All SEC and ACC Championships 1st Peachbowl in 1996 Golf Charity Championships—Ladies Professional Golf Assoc. National Cheerleaders Association

11. Merchandise Sales Over $16 million in sales Most recent product— calendars Online store offers shirts, bobblehead cows, bags, watches, etc.

12. Marketing Research Efforts Take measurements on brand performance measure brand awareness, frequency of usage, how rate experience, an intent to return research in 28 major markets once a year in-store research done four times a year

13. Future Restaurants 1st priority: fill established markets with low store counts 2nd priority: fill new markets plans to add 80 units annually looking at free- standing restaurants and college locations rather than in malls

14. Awards Received 3 prestigious advertising awards: Silver EFFIE from New York AMA in ‘98 Silver Lion Award in ‘97 at Cannes Intl. Advertising Festival OBIE award in ‘96

15. Discussion Questions... The lasting power of this campaign-how much longer can it last? Global problems may encounter if launch campaign overseas? What do you think of the ad campaign?