The Richards Group Brings Its Outdoor Humor to Indoor Screens
DALLAS–Atlanta-based Chick-fil-A will kick off a five-spot television campaign during the Chick-fil-A Peach Bowl on Dec. 31 with some familiar faces.
The national buy on ESPN includes five 30-second executions that continue the “Eat mor chikin” positioning from The Richards Group in Dallas.
The commercials also will air nationally during LPGA events in 1999 and in limited spot markets including Atlanta and Columbia, S.C.
The chain’s 1999 media budget is about $8 million, according to Steve Robinson, Chick-fil-A’s senior vice president of marketing. Richards handles creative duties and consults on media. Buying is handled by Julie French & Associates in Atlanta.
The new TV ads feed off of the client’s four-year-old humorous outdoor campaign, which has cows creating billboards encouraging people to increase their chicken intake.
The premise of the spots, explained Richards creative director Doug Rucker, is that the cows have commandeered broadcasting gear and are interrupting programming to deliver their anti-beef message.
One spot begins with a steak commercial being interrupted by a “Cow TV” broadcast. Grainy black-and-white footage of a UFO landing in a field is accompanied by on-screen text: “Warning: alleyuns hav landed in our pastur. They sed thay woodn’t blow up our planit if peeple would eat mor chikin. A lot mor chikin.”
As the text scrolls, the UFO is clumsily revealed to be a pie pan hanging from a cow’s hoof.
In another ad, the cows use an overhead projector to display a revamped food pyramid made up exclusively of chicken and desserts.
Robinson said a total of 10 television spots was shot. The first five commercials will air in flights throughout 1999; five additional ads will appear in 2000.