Chick-Fil-A Cows Infiltrate Cyberspace | Adweek
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Chick-Fil-A Cows Infiltrate Cyberspace

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NEW YORK -- The Chick-fil-A cows have extended their anti-beef message to the Web, urging people to "Eat mor chikin," much in the same way they do on roadside billboards and TV spots.

The Chick-fil-A Cow site ( http://www.eatmorchikin.com/ ) features the bovine characters carrying signs with misspelled scrawl like "Eat Chikin. Cuddle Cowz." It also includes cow wallpaper and screensavers resurrected from Chick-fil-A cow calendars from years past.

Richards Interactive, the digital division of Chick-fil-A's agency The Richards Group in Dallas, developed the cow site, as well as the corporate site (http://www.chick-fil-a.com/). "For the cow site, it would have been easy to take the cows and run amuck with them," said Todd Copilevitz, director of Richards Interactive. "We wanted to ensure that any use of the cows on the Internet was consistent with their usage and personality."

To drive traffic to the sites, geo-targeted Eyeblasters, skyscrapers and large rectangle ads have been placed on content sites like AOL, Yahoo!, Weather.com and iVillage. The online campaign, developed by Richards Interactive and its sibling Click Here, plugs a summer promotion that offers plush mini cows for 99 cents with the purchase of a value-sized combo. An Internet-only, printable coupon offers a free nuggets kid's meal with the purchase of the value-sized combo and plush mini cow.

The Atlanta-based, 1,020-unit fast-food chain tapped Richards Interactive and Click Here for Web duties last September following a two-month review [Adweek.com, Sept. 25, 2001]. The Richards Group has handled Chick-fil-A's traditional account since 1994.