Richards Breaks Campaign for Chicken Chain

NEW YORK Chick-fil-A, the No. 2 chicken chain behind KFC in sales, will add a few new twists to an old formula to keep registers ringing at its 1,150 stores.

Consumers will see the icon “Eat Mor Chikin” cows for the next two years in an ongoing tongue-in-cheek ad campaign, via The Richards Group, Dallas, in which they try to convince people that chicken is more appetizing than beef.

This fall, the cows will hit the campaign trail with print and outdoor in the chain’s 36-state market proclaiming, “Not left wing.