Ad Cows Come Home

The Richards Group’s Chick-fil-A cows return for the seventh year in two new executions.

This time the independent Dallas agency moves the cows out of the pasture. In one spot, a cow defiantly blocks a line of bulldozers, which are trying to break ground for a new burger joint.

“Fallen Burger” appears as a newscast with a reporter describing an odd scene: A giant burger sign has fallen on a car during the opening of a fast-food restaurant. One cow is seen picketing against the burger place as another rolls out the familiar “Eat Mor Chikin” line on the roof.

“The thinking is that the cows are starting to move into our world now,” said Richards art director Lynn Fredericksen. “We asked ourselves what kinds of things happen when cows move off the farm and into our cities. Obviously there’s a ton of stuff that can happen.”

One spot broke last weekend during ABC’s Ladies Professional Golf Association coverage in a rare national network buy, purchased just days before and more than a week ahead of schedule.

The second ad breaks today in spot markets. Spending is undisclosed.

The Chick-fil-A restaurant chain, which is headquartered in Atlanta, spent about $8 million on advertising last year, according to CMR.

What’s the secret to the campaign’s popularity? Fredericksen has a theory. “I think it’s because the cows are the underdogs,” he said. “They’re up against impossible odds against the burger chains, and people want them to win and root for them.”